Growing from grassroots.

When the Community Foundation for Greater Buffalo wanted to build awareness for GrowWNY.org, their website dedicated to Western New York’s many outdoor activities and resources, Block Club was hired to create a physical infographic map to encourage and inform the public of the region’s outdoor offerings. We dove head-first into this fun project, developing a large-scale, fold-up format filled with detailed illustrations and highlights of 200-plus outdoor destinations—waterways, trails, skiing, hiking and more. We designed a playful system of vector illustrations that mirrors the GrowWNY brand’s color palette and simple, flat aesthetic. The map is exciting to look through and easy to use. If you turn the map over, you’ll find a comprehensive chart and icon system that organizes activities and amenities at each location. To further market the map, we included a perforated tear-off portion that encouraged people to make a green pledge, declaring: “I GROW WNY BY______.” This made spreading the word as easy as photographing and posting to a social network using the branded hashtag: #IGROWWNY.