Sustainability Instagram Campaign

FEB - MAY 2026

Project Description

Summary

For my senior capstone project at San Francisco State University I worked with the San Francisco State University Office of Sustainability to design an Instagram campaign for them to promote sustainable habits to students. Along with working with the Director of the Office of Sustainability, a panel of experts was consulted throughout the design process.

Objectives

1. Complete a research study into sustainability campaigns and universities
2. Design a three-part Instagram campaign

Target Audience

San Francisco State University (SFSU) students

Research Abstract

San Francisco State University Office of Sustainability launched a new Climate Action Plan and is working towards becoming a zero-waste campus. They collaborate with other departments to emphasize sustainability and work with students through providing resources and education. Sustainability and working to reduce impact on the environment are very important. The goal of this study is to determine the most effective way to inform students about sustainability and sustainable choices.

The identified problem is that San Francisco State Office of Sustainability wants to increase knowledge and involvement in zero waste and sustainability on campus. The purpose of this is to improve campus sustainability and get closer to their zero waste goals. The intended results are by increasing knowledge of zero waste plans and sustainability on campus, SFSU will get closer to zero waste. The approach to a solution is the hypothesis that creating graphics and social media posts will inform more students and increase sustainability on campus.

Research Methodology

1. Expert interviews
2. Secondary Research
3. Survey
4. User Interviews
5. Comparative Analysis of Existing Solutions
6. Mapping Matrix
7. Observation

Color Palette

The color palette selects colors from the SFSU brand guidelines to create a cohesive design including shades of green and a neutral shade.

Typography

The typography follows the SFSU brand guidelines as published on their website, utilizing their two typefaces Brulia Display and Source Sans 3.

Graphics

The graphics for this campaign consist of green tinted images with the background removed for clarity and consistency. The survey and secondary research indicated that students prefer to learn about sustainability through graphics which informed this design decision.

Final Evaluation

Strengths of this solution is that it is easy to find on Instagram which, as the survey supported, is very commonly used by students and doesn’t require a new app or going to a dedicated website to access the information. A weakness or risk with this solution is because it is in the form of an Instagram carousal, there is limited information that can be given and it is not a comprehensive list of tips, more of a jumping-off point of learning more about sustainability.

CARLY ALLISON EPP

SUSTAINABILITY INSTAGRAM CAMPAIGN

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CARLY ALLISON EPP

MY DESIGN WORK

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