Case Study
Kill the Grass
Kill the Grass is a personal passion project that began with a frustration with the amount of sterile turf grass lawns covering the American midwest.
This project is centered around a zine that details the history, impacts, and alternatives of the grass lawn; all in an attempt to convince the reader to replace their useless grass with integral native plants.
The second phase of the project was designing eye-catching guerilla marketing collateral to drive people to the zine, primarily in the form of stickers and posters.
2026
SERVICES: Layout Design, Print Collateral Design, Illustration, Typesetting
SOFTWARE: Adobe Illustrator, Photoshop, and InDesign
The Zine
The main course, if you will, is the Kill The Grass zine.
The zine is full of information about grass lawns and why people should use their land to support the environment instead of try to sterilize it. Through engaging writing, creative layout design, and hand-drawn illustrations, the viewer is engaged visually and thus further persuaded of the cause and builds association with the cause and fun, creative vibes.
Not only is the zine fun and playful in appearance, but there is also an underlying strategy of layout and information design. The reader is guided through the information, likely skimming at first, so the key information stands out visually in order to give them a taste of the zine and pique enough interest to come back and read the rest; aka: longer reader retention.
Guerilla Marketing
To drive eyes to the zine, specifically the online PDF, I designed a guerilla marketing campaign using stickers and posters that mirrored the visual style of the zine, and featured a prominent QR code linking to the PDF.
I designed the posters to be primarily typography-focused, each featuring a talking-point in the argument made in the zine. Multiple series of sticker designs focus on a specific species of animal that is endangered due to habitat loss, or prominently display the QR code and the title.
Each design covers a different key message, as well as different levels of information in order to maximize the amount of engagement and interest.
