RIPPLEBLUE

A MFA project to HELP people reduce single-use plastic

Branding

UX / UI

Illustration

Campaign

Overview

Objective:

Identify a real world issue to be used as basis a year-long MFA project.

Approach:

The ocean is dying from plastic pollution. Every year, over 8 million tons of plastic are being dumped in our oceans. However, most people don’t know that their personal decisions contribute to the threat that plastics pose to ocean life. For this project, I use innovative technology to provide information about how ocean pollution does harm to all living things, use a social media campaign to raise awareness about the need to protect the ocean from consumer plastics, and provide an App and a plastic-free household kit to train people in ways to reduce their own overconsumption of plastic.

Personality

Innovative | Passionate | Empathetic | Empowering

Credits

Designer - Mingguo Li

Instructor - Phil Hamlett

RESEARCH

The Problem

Our oceans are in more trouble than ever before. Right now it is estimated that up to 12 million metric tons of plastic ends up in our oceans each year. Plastic is now entering every level of the ocean food chain and is even ending up in the seafood on our plates.

The interest in reducing ocean plastic pollution came from a video I saw. The video is about a group of marine biologists in Costa Rica who were trying to remove a plastic straw from turtle’s nose which left the poor turtle bleeding and wincing in pain. It’s so heartbreaking to learn that many sea turtles often end mistake items like plastic bags and straws for food, which can lead to blockages, infections and death. That makes me wonder, what can I do to help?

RESEARCH

Insights

An insight captures unarticulated truths and applies knowledge to facts. It is actionable and transformational.

These insights provide a deeper understanding of the "why" behind observed data, allowing me to go beyond just stating facts and instead interpret the meaning and implications of findings, which can then be used to inform better decisions, anticipate trends, and identify potential opportunities for action.

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WHAT’S NEXT STARTS HERE.

Get in touch at mingguodesign@gmail.com

STRATEGRY

From Insight to Strategy

In this convergent part of the design process, my insights were distilled to inform my design strategies. I identified 3 key insights from the 18 original insights. Selecting only 3 insights helped me bring focus to the design problem and create the actionable strategies that would later help me make effective design decisions.

The following cards presents the 3 shortlisted insights gained on the topic along with their respective strategies and the deliverables.

RESEARCH

The Champions

The flow of waste, destructive fishing practices and plastic pollution destroy the marine environment and threaten the existence of numerous marine species.

Luckily, recent years have seen a proliferation of nonprofit groups working on both a public and political level to save and protect our oceans.

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RESEARCH

Focus Group

In order to know more about my audience, I designed a focus group where my participants went to a beach clean-up. I invited groups of individuals from diverse backgrounds to discuss how much do they know about plastic pollution in the ocean. I observed their open dialogue and provided opportunities for them to write their responses as well.

BRANDING

Color Palette

The RippleBlue brand color palette was carefully chosen to reflect its mission of raising awareness about ocean plastic pollution while inspiring action and responsibility.

The primary blue symbolizes the ocean’s depth and vitality, reinforcing the connection to water conservation. The secondary sea-foam green represents clean waters and renewal, evoking a sense of freshness and sustainability. To create balance and contrast, the tertiary colors include a warm red, which adds a sense of urgency and action, and a soft sky blue which brings a feeling of hope and clarity. Together, these colors create an impactful visual identity.

DELIVERABLES

Social Media Campaign

The RippleBlue Social Media Campaign is dedicated to raising awareness and inspiring action against ocean plastic pollution. Through weekly video content, impactful facts, and educational posts, the campaign highlights the urgent realities of plastic waste while offering practical solutions. From showcasing eco-friendly products to promoting local events focused on ocean conservation, RippleBlue’s social media presence serves as a hub for environmental advocacy, encouraging individuals to make small changes that create a big difference for our planet.

DELIVERABLES

AR Poster Series

The RippleBlue AR Poster Series harnesses innovative technology to raise awareness about the devastating impact of plastic pollution on marine life. Each poster features a striking illustration of a marine animal trapped in a single-use plastic item, accompanied by powerful facts about how that plastic harms the species and our oceans. By scanning the posters with an AR camera, viewers unlock an interactive 3D experience, where they can virtually remove the plastic and set the marine animal free. This immersive approach not only educates but also empowers individuals to recognize the urgent need for reducing plastic waste, making the message both personal and impactful.

RESEARCH

Personas

Empathy is a necessary attribute for designing. It was important for me to be able to see from the perspective of my audience and find insights about what we can do to reduce single-use plastic.

Creating personas helped me identify and narrow my audience spectrum, understand who they are and their perspective.

BRANDING

Logo

The logo is a visual embodiment of the RippleBlue’s mission—to raise awareness about ocean plastic pollution and encourage people to reduce their use of single-use plastics. Guided by the slogan "Small Act, Big Difference," the design integrates multiple symbolic elements:

The letters R & B form the foundation of the mark, representing the organization’s name.
A water droplet highlights the cause’s connection to ocean conservation.
Ripple patterns symbolize the power of small actions creating widespread impact.
A fingerprint motif reinforces the idea of personal responsibility and individual contributions to change.

Set in a bold yet fluid style, the logo reflects RippleBlue’s commitment to making a meaningful and lasting impact on our environment. Its clean, modern aesthetic ensures versatility across various platforms while maintaining strong visual recognition.

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BRANDING

Typography

Typography is an essential component of our brand guidelines. It makes our communication crisp and clear.

RippleBlue has three typefaces, Din 2014 used as the primary and Berthold akzidenz grotesk as the secondary, Blender pro for number and date use.

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DELIVERABLES

RippleBlue App

RippleBlue is a purpose-driven app designed to help individuals reduce their single-use plastic consumption and make more sustainable choices. It empowers users to track their plastic usage, connect with a like-minded community, discover eco-friendly household products, and learn about ocean plastic pollution. By combining education, community support, and actionable solutions, RippleBlue makes it easier for everyone to take small steps that lead to a big impact on our planet’s future.