brand design . Graphic Design II
Each student enrolled in Graphic Design II is asked to create a brand guideline for a campaign to support a cause that they are passionate about. Here I show my work towards creating that campaign and the final guideline book.
95% of U.S. adults support organ donation yet only 54% are registered as organ donors. This campaign is focused on generating awareness about organ donation and to encourage the target audience to register as donors. Because of the huge gap between organ donation support and actual organ donors registered in the U.S., this campaign is aimed at closing that gap. There are statements added into this campaign to serve as a reminder for those already in support of organ donation, as well as those on the fence, by identifying the life changing benefits of organ donation.
The main audience for this campaign will be younger people, between the age of 15-30. During this age interval, American’s are open to learning about issues and hearing new opinions, but may not have completely set their mind on some more controversial topics. Focusing on high school students who are new drivers will provide a push to inform them of the benefits of registering at the DMV when getting their first driver’s license. The older section of the audience is a population that is still malleable in their thinking and may see the facts demonstrated in the campaign and will take action by registering online.
There needs to be a strong contrast between the handwritten logo and the fact based information given on any one poster or object in the campaign. Mada is a typeface that is clean and simple but not too typical. The typeface needs to have multiple weights available to allow for consistency within the campaign while still having a strong hierarchy. The Black weight brings a strong unwavering feeling whereas the Regular weight is more relaxed, yet still trusting.
The campaign needs colors that will convey the importance of the topic yet also be attractive to a younger audience. The colors should feel accessible and relatable so the young people will feel drawn to the information and products without sacrificing any of the seriousness of the issue.
The logo of this campaign needs to give a human touch at first glance. The campaign is not meant to scare the audience with technical information or facts but is meant to convey a feeling that is understandable and can put the issue in context of human lives. By using real handwriting that was imported onto the computer, the campaign lives with a brand that is friendly. This gives a more human feeling that can relate to and connect with the drawings that support each piece of factual text. The heart that sits next to the handwritten type is slightly asymmetric but still clean to show the more serious and blunt aspects of the campaign.
The posters for this campaign need to feel friendly but also strong. To enhance the human aspect of the campaign, there are drawings placed along side the serious information. The facts presented are contextualized by relating them to the surroundings of the poster. They would be hung in areas that have many younger people, like the subway.
This campaign will use physical objects to act as another reminder to viewers of their options for organ donation. Keeping the audience in mind, this campaign will use objects commonly used by younger people and also have a connection to the registration for organ donation. Many younger people use lanyards for car keys, wear hats as well as simple t-shirts. Each of these objects will stay clean with the Save Lives logo and the campaign colors for consistency. Because of the easy registration at the DMV, this campaign will use line dividers to serve as a reminder to register at the DMV.
This campaign will focus on Instagram because of its popularity with the target audience. Instagram allows for a wide range of users to explore the content without much effort. The images will capture the viewers’ attention and then give factual information in the caption. The style will stay consistent with the poster series but will be less text based to be better integrated with Instagram feed.