In 2022, LG commissioned New Vision to design its annual desk calendar. Inspired by LG’s environmental messaging, we developed a concept highlighting endangered natural sites in Iran, including Lake Urmia and the Gavkhouni Wetland. The idea was well received by LG’s Iran office and became the visual direction for the calendar. Today, the Gavkhouni Wetland has dried up, while Lake Urmia has recently regained water after heavy spring rainfall — giving the project a different meaning in hindsight. Context In 2022, LG commissioned New Vision to design their annual desk calendar. As with most LG projects, this one came to me directly. The creative team put forward a range of ideas, until in one meeting we arrived at a direction: LG was building that year’s messaging and campaigns around environmental themes, and we saw an opportunity to use the calendar to bring endangered natural locations in Iran back into people’s minds — a reminder of what stands to be lost. Process Based on this direction, we turned to imagery of places like Lake Urmia and the Gavkhouni wetland — natural sites in Iran that were at risk of disappearing. The concept was presented to the client and was well received by LG’s office in Iran. As I write this for my portfolio, the Gavkhouni wetland has since dried up, and its wildlife is disappearing. Lake Urmia, however, has come back to life thanks to strong rainfall this past spring — and that’s something I’m genuinely glad about. Print
LG Calendar
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