Microblitz

Challenge

The MicroBlitz project relied upon significant community involvement for the widespread collection of soil samples. Scientists of all ages and skill levels were encouraged to collect samples and return them to the MicroBlitz research team at the University of Western Australia. From the samples, the team gained valuable insight into sustainability issues impacting the future of our state, including climate change, food security and water quality.

The key driver for success was the ability of the project to capture the attention of the general public, not only to promote participation in the sample collection process, but also to ensure ongoing investment in the research. With a host of other initiatives contending for the same funding grants, the MicroBlitz brand had to assist in placing the project ahead of the other candidates.

Approach

We engaged the key research team and project coordinator to ensure buy in from the whole team from inception. Our main focus was in creating a brand identity that would appeal to a broad audience and inspire the general public to partake in the project.

Upon formulating a branding blue print, we entered the brand development phase. It seemed a natural fit to reference the colours of the earth, using a vibrant green and orange palette to bring a fun energy to the brand.

The final MicroBlitz brand identity consists of curved shapes representing the community involvement, with the shapes moving outwards from a central point to demonstrate the sharing of knowledge. Each shape bears similarities to the formations seen in traditional Indigenous art in a subtle ode to the traditional landowners.

Results

MicroBlitz was well-received from the moment it was launched into market. The project obtained radio coverage and the team were soon inundated with requests for sampling kits. The next step was to engage in app development to aid the collection process and returning of results.