Carys Wright
Zoetis and The Bill and Melinda Gates Foundation
I was commissioned by Zoetis — a global veterinary company — to create a series of illustrated guides supporting smallholder chicken farmers across several African countries in caring for their birds. The project was part of a wider initiative supported by the Bill and Melinda Gates Foundation. The brief was specific: the illustrations needed to communicate clearly across language and literacy barriers, working as standalone visual documents rather than text-dependent resources.
Project outcomes
Project release, reception & feedback
The guides were distributed to smallholder farmers across multiple African countries as part of the Zoetis field programme.
The illustrations were designed to be understood regardless of local language - and the accompanying YouTube films, using the same visual language, extended the reach of the educational content further still.
Project details
The brief, my process and final delivery of artwork.
The guides covered veterinary processes - vaccination, disease identification, flock management - and needed to be technically accurate while remaining accessible to farmers with varying levels of literacy.
Rather than a series of disconnected diagrams, I developed a recurring main character who appeared across the full series, giving the guides a consistent and friendly visual language. The final illustrations were black and white, designed for reproduction as posters, leaflets and online resources.