SPREADING RADICAL LOVE TO WOMEN LIVING WITH HIV VIA A BOLD AND EMPOWERING SOCIAL MEDIA CAMPAIGN.
CLIENT
Challenge
Create the concept and collateral for WHAI's annual Love Positive Women campaign, with the theme "Honouring Collective Love Through Radical Resistance".
solution
The campaign concept was designed to closely align with previous Love Positive Women campaign material, while also pushing the brand's look to reflect the campaign's focus on radical action. A series of action-oriented, empowering illustrations aimed to galvanize the WHAI community into radical action for LPW 2022. The illustrations were done in WHAI's paper-cut style, and accompanied by floral illustrations in a stenciled style- bridging the feminine and radical aesthetics. A brushed texture adds visual interest and dynamic movement to the background of designs, while carrying on WHAI's emphasis on DIY-activism. The colour palette is bold and vibrant and the blocky, notched typeface aims to further express the campaign's radical look.
Designs were created in Adobe Illustrator.
design touch points
Social Media Design, Illustration
social media posts
A series of 16 posts was created for WHAI's Instagram feed and were released over a 2 week period in the lead-up to Valentine's Day 2022. The campaign coincides with Black History Month and related imagery/messaging was highlighted prominently in many of the posts.
print materials
In addition to designing a series of social media posts, the campaign brief also included designs for stickers and a tote bag. These materials were distributed to members of the WHAI community as part of the campaign.
