My chosen sin for the project was “wrath” and my target Generation X. Through research I discovered Generation X to be herd to reach through marketing and advertising, suspicious of “authority” and very socially and politically aware, but with a tendency to not get involved directly. My main challenges I was working with were to grab their attention first and foremost, I chose to do this through the use of stark contrast, bold type, and bright red. I kept the design simple and straightforward so it felt less as though the idea were being forced at them. The text is meant to call to their sense of political, social, and environmental awareness and draw them into action through the use of wrath. The concept can be summed up as “broken world, awareness, responsibility.” I chose to place the call to action above all other elements and in a larger typeface to draw attention, and periods at the end of the sentences to give it an immediate and bracing feel. The hand drawn elements and grunge-y background are meant to appeal to the GenX aesthetic of DIY and lo-fi, and the whole piece is meant to be reminiscent of zines and punk culture, picket signs, and protest posters.