I was tasked with designing this inspiring and unique web experience using responsive design, art direction and photography. I covered all the image sourcing and researched the plants to be used—which I loved doing as I'm passionate about nature. There are thousands of plants specific to the UK, so it was important to select British species rather than non-native ones. The types of plants featured in The Wild Escape include phragmites australis, water crowfoot, water soldiers and bulrush for the freshwater habitat. I also sourced fungus, algae, moss (such as Bartramia pomiformis), seaweed, trees (oak, sycamore, silver birch), wildflowers, and natural rock formations found in woodland and coastal regions.

I produced detailed compositions combining hexagonal base shapes for the ground with individually edited photographic assets to populate the four habitats: coastal, freshwater, grassland and woodland. Concepts also included dynamic sky backgrounds and floating, randomised positioning of plants.

Each asset was manipulated and edited in Photoshop to create the edgy, collage look seen throughout the branding. I then created detailed references and components in Figma. These assets were used to build the online experience—a playful, interactive art tool.

The experience was also previewed at Piccadilly Lights, the iconic billboard screen, with a 10-minute video shown on the eve of Earth Day, April 21st, 2023.

The project was inspired by BBC Wild Isles, and in partnership with WWF, RSPB, National Trust, English Heritage and the Save Our Wild Isles campaign. Watch YouTube video.