HopeSpring is a fictitious re-brand project for a not-for-profit support centre, assisting and helping people meet the challenges of cancer. The new branding and asset system communicates the organizations values in a professional, yet humanistic and approachable way.
re-branding / illustration / asset creation
HopeSpring is a fictitious re-brand project for a not-for-profit support centre, assisting and helping people meet the challenges of cancer. The new branding and asset system communicates the organizations values in a professional, yet humanistic and approachable way.
re-branding / illustration / asset creation
Designed in collaboration with Chloe Reynolds, Jan Oliver, and Tate Cooper
Designed in collaboration with Chloe Reynolds, Jan Oliver, and Tate Cooper
illustration / concept work / propaganda
Sweet & Sickly
Sweet and Sickly is an illustrative campaign series, focusing on addressing the complex topic of rising obesity rates in an approachable, digestible way. An ever growing series, the classic aspects of shock and underlying symbolism found in propoganda are utilized.
THE CHALLENGE
Rising contemporary issue
The issue of obesity has seen a spike in recent years, and is now considered one of the leading causes of health complications in modern society. The topic is a difficult one to broach, with exposure minimizing shock and seriousness, and secondary health problems caused by obesity distracting from root problems. A design solution needed to carry the weight of the topic, while finding a creative solution to connecting and capturing audience attention.
THE PURPOSE
Creating a conversation
This project applies classic propaganda techniques and ideals to a contemporary social issue. The illustrations approach the viewer on two levels, provoking an initial and secondary reaction, thus making the message memorable and impactful. The reaction is first one of subconscious discomfort, the illusion then disintegrating into shock and contrast when the hidden human form is revealed to the viewer.
THE SOLUTION
Capturing an audience
Overall these pieces combine concept, purpose, and application, with a strong focus on creating a visually impactful experience. Individual yet cohesive, the images speak on multiple levels and allow the audience to become part of the communication decoding process. A strong message with a strong platform, propaganda techniques are utilized in a modern, straightforward way.