The goal of this project was to create a marketing campaign using consistent graphic elements that would become recognizable as content from the MSU Sexual Assault Program (now called the Center for Survivors). The artwork needed to be flexible enough to be used on everything from merchandise to giveaways to social media posts to marketing collateral and styled in a way that would connect with our target audience (primarily students) but with broader appeal taken into consideration.
MESSAGES
With the subject matter being something that can be difficult to represent graphically, I explored typography as a possible solution for representing the messages they had curated as a team.
In choosing how to apply color, I leaned into my painting background... A watercolor artist can use wax to create something called a resist. They apply the wax directly onto paper and paint over it without the color soaking into any areas where the wax was applied. I loved this idea of the words serving as the resist and what that meant in this context, so a simple watercolor wash behind each message was my poetic color solution.
The team wanted the designs to feel approachable and calming. They even selected a color palette they described as spa-like, so I did my best to assign color values to what they had shared with me.
PRODUCT EXPLORATION
My next step was to show them how they could use these messages. I knew they were thinking about brochures and flyers, but I really wanted them to be able to see the potential with what we were exploring.
This message felt more aggressive (as it should), so I wanted to adjust the font selection accordingly. I chose to avoid certain styles of dry brush calligraphy to keep us out of "horror movie poster" territory and found my way to this typeface. It makes a point while also feeling gender-neutral, which seemed important for this message.
I selected green for its connection to campus, but it doesn’t feel bold enough. Red is appropriate but didn't work with the color palette. Black and white might be the best option but I wanted the client to see how the green might look when applied to one of the designs. I would have revisited color selection with them before we'd printed this piece.
MARKETING COLLATERAL
The following are items I was able to bring to life for them as they began rolling out their marketing plan.
This was such a rewarding project to be a part of and at a really important time. I'm thankful I was able to put my talents toward such an important cause and appreciate getting to know the helpers who heal.
