Editorial Design: + Care

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+ Care
British Red Cross

A self-initiated brief to help the British Red Cross promote volunteering in skilled professions such as nursing, emergency services, education and speaker positions. The objective was to appeal to vary of audiences from different professions with a neutral design that fits with the British Red Cross established brand identity.

Working alongside the British Red Cross established brand identity the idea of my outcome was to use a formula that would always equal to the target audience e.g. care + support = you. The idea is it use the British Red Cross emblem, the red cross, as a plus symbol rather than a cross symbol. By doing this the audience is put in the position as a hero with talents that are desired by the British Red Cross when they are looking
for volunteers while further emphasising those needed talents.

Formulas
Care + Support = You [Nursing]
Clever + Flexible = You [Teaching]
Fitness + Courage = You [Emergency Services]
Voice + Patience = You [Motivational Speakers]

The British Red Cross have a set brand identity that I chose to follow as closely as possible. For example, the colour scheme was made completely from the British Red Cross brand guidelines but the typography included was not. I decided to avoid the brand looking too similar to their already published campaign work I should choose a different heading type while keeping their primary typeface (Akzidenz-Grotesk) for the body copy. Instead I altered the Avant Garde Gothic typeface to fit the square format of the publication for the heading text to give the publication a different aesthetic compared to British Red Cross’ previous campaigns

The project utilizes the iconic red cross emblem in an editorial based format to reveal the formula in an interesting and unique way, it was left with a neutral design so it could fit in many areas of employment and appeal look aesthetically professional.