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The assignment was to create vector artwork spotlighting a socially- or environmentally-conscious message with a headline of five words or less. Imagery was to be based on an original photo (no stock elements allowed).
The International Alpaca Associaton has been working since 1984 to preserve and protect alpacas, and to position alpaca fiber as a high-quality yet sustainable option in the international textile market.
The headline is based on a Coco Chanel quote ("Fashion changes, but style endures") that pretends to share the meaning of the project at a glance. The eco-friendly alpaca is stylish, dressed in a jersey and fashionable sunglasses. The colors are bright, and the background includes patterns inspired by traditional alpaca textiles by indigenous Peruvians.
Ultimately, this poster flips a serious topic into a cheerful message.