Experimenting with Type
Campaign
Templates, Visual Content, Brand Identity, Social Media, Athletics
Templates, Visual Content, Brand Identity, Social Media, Athletics
With a quote that was personally written, the challenge was to create a visually engaging installation capitalizing on type styling. The installation should embody a broader, thought-provoking theme that invites deeper reflection beyond its initial impression.
Date: November 2024
Client: Self-initiated
Deliverables: Set of images displaying installed type
"Addiction tightens the grip of anxiety" is a statement that paints a powerful image of being trapped–where the very thing someone turns to relief ends up making the weight of anxiety even stronger.
To make this statement even more powerful in curbing smoking's appeal, I used reverse psychology. What if to discourage smoking, cigarette cartons were forced to look less appealing? The redesigned Marlboro logo and anti-smoking campaign reimagine the brand's identity to shift its narrative from promoting smoking, to advocating public health.
