ART DIRECTOR
GRETEMAN GROUP, WICHITA KS
Meghan Wolfe speaks softly but wields a mighty design wand. The way she waves it is to create order, arrest attention and move hearts, well, it’s practically magical. The young designer has risen to the rank of art director in her five years with Greteman Group, a creative shop that serves clients around the globe. When Wolfe chose the field of graphic design, she plunged in, determined to shake things up. She experiments. Seeks unconventional solutions. Explores nuances of color and typography. Creates work that vibrates with vitality.
HOW AND WHY DID YOU COME TO USE DESIGN TO ADVANCE SOCIALLY RESPONSIBLE AND/OR SUSTAINABLE PROJECTS, CLIENTS AND CAUSES?
I’ve always sought a career that has an impact on the greater good. I find inspiration all around but especially in nature. The glorious flowers that color our world and the plants that yield our food don’t just happen. Pollinating bees make them possible. When I learned of their endangerment, I knew I wanted to bring attention to this issue. Our agency created the Free to Bee campaign, which I championed and helped execute. Our hope was that this campaign would generate buzz about these winged wonders. Providing simple suggestions to help bees thrive made it easy for anyone to take action in their own backyard.
We created a microsite and using social media, email blasts and press releases, invited one and all to wing their way over. A sharable video, set to the sound of Flight of the Bumblebee, added to the fun. Visitors plant virtual gardens for bees. They scroll over objects and little-known facts pop up. For example, did you know that honeybees never sleep and their faster-than-the-eye wings stroke 11,400 times a minute?
The site communicates bees’ vital role in pollinating flowers fruit trees and crops. Whimsical graphics and playful animation make learning fun. In addition to the site, Greteman Group made a donation to Botanica, the Wichita Gardens. Its 18 acres of wildflower meadows, canopied woodlands, formal gardens and water features offer sanctuary for pollinators and humans alike.
ARE THERE ANY SPECIAL CHALLENGES, OPPORTUNITIES, URGENCIES IN 2018?
As of August, a ban on pesticides linked to declining bee populations has been lifted, which poses a grave threat to pollinating insects. And climate change continues to pose a threat to bee colonies. Beekeepers reported an increase in honeybee deaths over the last year, citing abnormal weather patterns as the possible cause. The battle is far from over. We must do what we can to protect our pollinators. Which means Free to Bee will continue to be relevant for some time to come.
