Provenance 譜珍譜法 Cookbook Campaign Assets

Provenance 譜珍譜法 is a plant-based cookbook, a memoir, and a guide to help professional chefs and home cooks proactively participate in climate action. I created and managed a fundraising campaign for the cookbook on Kickstarter, where part of the proceeds generated through the campaign helped fund the conception of Zero Foodprint Asia. Alongside the campaign, I created various visual multimedia assets.

Role
Digital Campaign Manager and Designer: conceptualization, illustration, animation, marketing design

Client
Chef Peggy Chan and Grassroots Initiatives Consultancy

The Kickstarter Campaign

To create the campaign page, I drafted mockups to plan the copy and assets that would be needed. After finalizing the content and layout, I delegated tasks to team members and designed the page. My focus for the campaign page was to coordinate and organize the copy and content, create graphic assets, and design the final layout. Click the image below to visit the Provenance 譜珍譜法 Cookbook Kickstarter campaign page.

Animated Infographic

I designed and animated this infographic to help explain the concept of the cookbook campaign and how the portion of the funds towards Zero Foodprint Asia will be used. The infographic was drawn in Adobe Illustrator and animated in After Effects.

Process Work – Sketches

Recipe Stop Motion

This is a stop motion of one of the recipes in the cookbook, Celery Root & Burdock Fries, to bring the cookbook to life and add some visual interest to the Kickstarter campaign page.

I began by creating a storyboard to plan the animation. Then, I prepared the ingredients and props, stylized the shots, and photographed each step of the recipe. I edited the final images in Lightroom and used Photoshop to compile the images into a stop motion GIF.

Process Work: organizing and Editing Final images

Taste of Provenance Virtual Event

As part of my campaign strategy, we integrated a 5-session virtual event called Taste of Provenance: Setting the Table for the Future of Food.

I was responsible for creating and managing the Eventbrite listing and translating the event into various promotional assets. I began by creating drafts and gathering sponsor logos and event guest headshots for the graphics. After getting the designs approved by the client, I created the final assets in Adobe Illustrator.