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Will Works

@willworks_

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5 days ago

Krill. Tiny, mighty creatures that glow in the dark - and carry the responsibility of an entire ecosystem on their shoulders 🦐

When we created the visual identity for Antarctic Avengers, we wanted to find a way to make the scale of the krill-fishing crisis feel and look as urgent and un-ignorable as possible.

For this series we worked with @bluemarinefoundation, and referenced classic landscape comics and newspaper strips, with the visual language of superhero graphic novels inspiring the aesthetic.

To avoid turning the idea into a pastiche, we created a stripped-back layout - designed to house key facts and statements in a way that gives them room to really land.

From a design perspective, giving each message its own moment in the spotlight was a deliberate attempt to help educate and empower people to understand why removing the foundation of the Antarctic food chain is such a huge threat to the wildlife that depends on it.

Since launch, the work has been shared by leading scientists, ocean advocates and public figures - and sit within a much bigger movement, alongside a growing group of Antarctic Avengers including Dr Sylvia Earle, Benedict Cumberbatch, Cara Delevingne, Cristina Mittermeier, Paul Nicklen and Andy Mann - all calling for stronger protection of the Southern Ocean.

Find out more at Our Antarctica's website.

And finally, make your voice heard; send an email to key decision-makers, calling for a global boycott of krill products (link in bio).

#ClosetheSouthernOceantoFishing #AntarcticAvengers #GraphicDesign #PurposeledDesign by @willworks_

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7 days ago

The devastating, true cost of letting one of the Four Horsemen of the Apocalypse run wild…

Last week, Blue Marine Foundation launched their annual report on the state of the UK Seas - at the Houses of Parliament.

The report is a follow-up from last year’s ‘The Four Horsemen of the UK Fisheries Policy Apocalypse.’ This year, the focus is on one Horseman in particular: overfishing.

Creatively, the challenge was how to take a complex policy issue and make it feel immediate and impossible to ignore. We teamed up with the incredible tattoo artist Jed Pyper again, whose distinctive style perfectly bridges the raw visual language of Albrecht Dürer’s dramatic Four Horsemen of the Apocalypse - and contemporary tattooing.

We pushed the visual language further and introduced more illustrated infographics to help policymakers understand the severity of the problem, while highlighting four key recommendations (find these in the report at the link in bio).

We had the privilege of joining Blue Marine Foundation at Parliament to deliver the report directly to MPs - an empowering and slightly surreal moment for a small purpose-led design studio that spends most of its time in a salty old wharf on the Cornish coast, working on visual storytelling.

However, at the end of the day that’s what our work is all about - creating change through art. Design can’t solve overfishing, but it can take urgent, complex science and give it a tangible identity before it’s put in front of the people who have the power to act.

One thing that really stood out last week, was hearing retired fisherman John speak to MPs about the future of our seas - by quoting the report:

“This is not a choice between fishing and conservation... This is a choice between abundance and decline.”

It feels fitting to end with that - and with a huge thanks to Jed Pyper, and everyone at @bluemarinefoundation for trusting us to take on the apocalypse with them again.

Read the full report at the link in comments.

📸 by Duncan Nicholls

#WhileStocksLast #Overfishing #OceanConservation #GraphicDesign #PurposeledDesign by @willworks_

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10 days ago

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11 days ago

The ocean has always been a big part of our work, and what we work towards protecting.

As a genuine north star, the thing that reminded us early on why purpose-led design matters, and the reason so much of our work has ended up pointing in this direction, World Ocean Day feels like a good moment to reflect on that - and to celebrate the brilliant organisations we've had the privilege of working alongside on this journey.

From @bluemarinefoundation and @surfersagainstsewage to @oceana_uk and beyond, each of them doing urgent, vital work to protect and restore the blue spaces that keep our planet alive - and to galvanize more people to do the same.

What strikes us every time is that the science and urgency is already there. What we need is to be able to cut through, telling these stories in ways that move people from awareness to action. Again and again, that's where we want to be - it’s where we show up and do our best work.

Because design can absolutely do that - the right branding, the right campaign, the right font and visual storytelling - it can make someone care about something they'd never previously stopped to think about, and that’s always what we aspire to do alongside our wicked, inspiring, unstoppable clients!

#WorldOceanDay #WorldOceansDay #EnvironmentalDesign #PurposeledDesign #GraphicDesign #DesignForGood by @willworks_

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4 months ago

The best thing we can do for the natural world is fall in love with it. The second best thing is help the next generation do the same. At Will Works we try to do both - through the work we do, and the way we show up outside of it.

Today is #WorldEnvironmentDay, and we want to highlight one of the ways we’re trying to show up outside of the studio - through @plant_one_cic. A brilliant organisation doing incredible, deeply important work restoring native woodland across Cornwall.

Last year we got our hands dirty with them for the first time, swapping the studio and Macbooks for a field, shovel and a wicked day of planting trees in the Cornish soil. Picking up a spade, and doing something tangible and good for the planet in your own local area really does hit differently to any other form of giving or supporting. You can follow its journey and watch it grow.

Will knew straightaway that his two boys would absolutely love it - exactly because it’s so hands-on and rooted (no pun intended) in tangible impact. He brought them along to the next community planting event, and was right; they were completely hooked! They still talk about the trees they planted, and love that they can go and visit them whenever they want.

That, for us, is everything. Being able to pass on a love for the natural world to the next generation - not from screens, but from an afternoon spent in a field, with dirt under their nails, muddy boots and saplings that are now growing roots in the soil under their feet. What better way is there? 🌳

If you’re Cornwall-based and looking for a way to do something real and lasting this World Environment Day, we highly recommend Plant One Cornwall.

Photos by @willhp.studio

#designforgood #environmentaldesign #purposeleddesign by @willworks_

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4 months ago

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4 months ago

on celebrating Cornwall’s rich horticultural history on World Bee Day 🐝

Cornwall boasts some of the UK’s most diverse and vital bee populations - but we still need to protect them and continue to make spaces for them to thrive in.

To raise awareness of the importance of pollinators, and creating these environments and spaces for them, we are looking back at a fun design project we did a couple of years ago in collaboration with Small Acts, National Trust Trengwainton, University of Exeter, University of Bristol and Rebekah Blackman.

The flower-compass on the cover of the ‘Variegated Map of Cornish Gardens’ was a way to capture the journeys of the many plants and flowers at Trengwainton Garden, arriving from every corner of the globe. This gave the map a story of travel and momentum as much as place. From there, plant tags - a familiar sight in any garden - became the perfect motif to carry each plant’s individual story, noting where in the world it had come from before finding its home in Cornish soil.

The hand-cut typography and illustration style was inspired by plant-cuttings and snippets, and the aim was a design that felt tactile, rooted in place, and all-around celebratory of the living history that makes nature (and especially Cornish gardens) so special.

Photos by @rebekahblackman_

@smallactsliveart @nttrengwainton @uniofexeter @nationaltrustsouthwest @nationaltrust #worldbeeday #design #purposeleddesign #environmentaldesign #designwithpurpose by @willworks_

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4 months ago

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5 months ago

…recently spotted a Plastic Free Awards tote bag while walking through town.

We love seeing our work “out in the wild” and this specific sighting had us reminiscing about the film we crafted for the final year of the Plastic Free Awards - a programme launched by @SurfersAgainstSewage and @IcelandFoods to highlight the battles activists are fighting to rid our world of avoidable plastic.

With the film, we wanted to properly shift the focus onto the people making a real difference. Taking the recognisable shield from the existing identity, we reimagined it as a framing device - to make it a symbol of recognition as much as a symbol of protection. For us, it was a way to quite literally put activists, communities and changemakers at the centre of the story - and the awards.

That design-idea became our foundation for the film.

First, an empowering spoken word piece written by Alfie Hayward (@errhello) took form, and was brought to life by the incredible narrator Tashinga Bepete (@tashytb), and produced by our talented friends at @bullandwolffilm. Together, we explored what recognition and achievement really means, celebrating the often unseen and unrecognised work happening across the country to tackle plastic pollution.

From concept and scripting through to final delivery, the film is a reflection of what we believe creative storytelling can do at its best:

Shine a light, elevate and motivate voices, and give people the recognition they deserve.

#PlasticFreeAwards #EnvironmentalFilmMaking #BrandFilm #DesignWithPurpose #PurposeLedDesign by @willworks_

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5 months ago

Looking back at creativity during an uncertain, difficult time...

During the early days of the pandemic, like many creatives, we found ourselves questioning what value our work really had while vulnerable people were confined to their homes and NHS staff, carers and key workers were on the front line, fighting to save lives.

So we tried to help in the only way we knew how - using design and creativity to support positive and meaningful change where we could.

Working with @cornwallscrubs and professional pattern-cutter Helen from @dot.n.cross, we turned our skills to something practical - we collaborated on refining and designing a scrubs pattern and step-by-step guide that could be downloaded, printed at home and used by volunteers all across the UK.

Since then, the pattern has been downloaded 36,782 times, supporting the making of who-knows-how-many scrubs, and an incredible community effort to make and supply scrubs where they were needed most, when they were needed most.

It was a strange, difficult time, and we feel so privileged to have been able to safely work from home when so many keyworkers didn’t have that.

Looking back at this project, it’s nice to be reminded that there are always ways (even if small) where we can do SOMETHING to help.

#WillWorks #DesignWithPurpose #BrandDesign #NHS #Nurses #KeyWorkers #CreativeForChange #DesignForGood #PurposeLedDesign by @willworks_

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6 months ago