The project started with finding a cult, which was easy because I was already more or less part of one: the Cult of Benrik. It was an interesting group to research, not only because of the surprising devotion of the members, but also because of the humorous nature of what belonging meant.
I realized that one of the key factors keeping the obedience of the cult members was that the ideology was open and honest about its purposes

The task was to design something for a society in which our chosen cult was the norm. What I decided to explore was the idea of honesty as a method for manipulation. 
When someone was raised in a society dominated by the Benrikian ideology, they would only ever be able to rebel against it with ideas that originated within the constraints of that ideology. What fascinated me was that if complete openness and honesty was a requirement for approval within that ideology; would one have to be open and honest when criticizing that ideology?

  If so, how would the propaganda look?

To create the sense of the "Benrikian Society", I also designed some product packaging that set the context of such a society.