"Human" Campaign

I created the visual identity for ASEAN Society UNSW as the first component of a university course, which was later used for the actual society's rebranding. For the second component of the course, I created a hypothetical campaign for ASEANSoc to demonstrate visual harmony within the bounds of the original visual language and that of the campaign. High Distinctions were awarded to both assessments.

The campaign focuses on advocating for breaking gender stereotypes in the ASEAN region. Posters, a multi-page brochure folded from a single piece of paper and a web banner/ gif was created.

The concept of blurring out traditional gender norms and stereotypes by drawing over images of female Southeast Asian labourers cause the silhouettes to become ambiguous and can be interpreted as either gender. Stereotypically, males are seen as more competent as traditional labourers, hence the drawings would likely be assumed as men. Therefore, the posters surprise with a gender equal agenda.

On top of the simple silhouettes, line tracings of the images add depth and detail. They were then overlaid above the text to create an interweaving, connected language, symbolising the notion that we are all connected and human. The lines also correlate to the visual identity of the society and its simple monoline logo, creating a seamless campaign identity relating to the core organisation.

For the brochure, a simple DL sized trifold was used in a more unconventional way, by flipping it on its horizontal side. The brochure is designed to not only contain information, but also deliver an impactful message. Hence, it was designed so that when the brochure cover is opened, a page with gender stereotypical text of different opacities and sizes overlapping is first seen. Then, as eyes travel upwards, the main message in striking red surrounded by an abundance of negative space serves as a simple, straightforward focal point which explains the previous page and acts as an introduction to the campaign. The rest of the brochure then contains more statistical information and opens up fully like a newspaper.

The inside is an A3 spread which includes a call-to-action at the bottom, placed strategically after the body text and not as a main focal point, making the agenda self-explanatory, less pushy and follows the natural reading flow.