message campaign
dear self, is a message campaign on the capitalization of self-care. I worked within a team of three to develop a graphic identity, business system, and campaign deliverables.
Capitalized upon by beauty and self-proclaimed wellness brands, self-care has become a pop culture trend and scapegoat for unhealthy habits. We acknowledge the benefits of a proper self-care routine, but warn against the dangers of companies that market self-care as a means for their personal profit. Our campaign serves to provide free and open-access resources that can be personalized to actually improve your mental health experiences.
Tools:
Illustrator
Photoshop
InDesign
My Role:
Our team members equally contributed to the development of this campaign’s identity and artistic direction. My specific roles were to design the diary, brochure, campaign budget, and process manual.
Illustrator
Photoshop
InDesign
My Role:
Our team members equally contributed to the development of this campaign’s identity and artistic direction. My specific roles were to design the diary, brochure, campaign budget, and process manual.
Research
Our team sent out an anonymous online survey to our target demographic of adolescent to young adult females. We wanted to gain insight on their concept of self-care and how much money they spend on products related to self-care.
Our team sent out an anonymous online survey to our target demographic of adolescent to young adult females. We wanted to gain insight on their concept of self-care and how much money they spend on products related to self-care.
Branding
Photography
The photographs seen throughout our campaign are one of the strongest tools used to carry out our campaign’s branding and identity. The photos portray a hard-edged depiction of self-care rituals and criticize superficial habits. The highly saturated colors and self-care trends juxtapose the unhappy expressions of the models.
Photographs taken by Katelin Hermone, styling and lighting by Ana Petraglia, Rokaya Shenasa, and Katelin Hermone.
Marketing and Deliverables
1. Magazine Editorial
Together, our team wrote an article on the issue of consumerism in relation to mental health. I designed the editorial below to be featured in a Teen Vogue magazine, a publication that our target audience would likely read.
Together, our team wrote an article on the issue of consumerism in relation to mental health. I designed the editorial below to be featured in a Teen Vogue magazine, a publication that our target audience would likely read.
2. Diary
The diary was designed to promote the self-care act of writing and is available to download on the dear self, website.
The diary was designed to promote the self-care act of writing and is available to download on the dear self, website.
3. Website
In order from left to right, top to bottom: Home Page, Article Page, Stickers Resource, Spotify Resource, Diary Pages Resource, Contact Us and About Us.
The dear self, website serves as the campaign’s hub of free information and resource access.
The dear self, website serves as the campaign’s hub of free information and resource access.
Website designed by team member Rokaya Shenasa on SquareSpace.
4. Miscellaneous
Informational brochure, tote bag, Snapchat event filter, Spotify playlist.
Informational brochure, tote bag, Snapchat event filter, Spotify playlist.
Process Manual
An indepth look at our campaign’s purpose, research, process, and developement.
An indepth look at our campaign’s purpose, research, process, and developement.
Behind The Scenes
A thank you to our beautiful friends for modeling: Olivia, Emilia, and Mika.
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