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Obscure Minds


Campaign Design
Brand Design

Adobe Illustrator

Adobe Photoshop


Five Weeks


A typography led poster campaign with the mission to encourage Gen Z to open up about mental health with the aim to reduce the level of stigma surrounding it. This project was created to align with the requirements of the Google Fonts D&AD brief, set by my university.



The project calls for a campaign that highlights the significance of typography in bringing attention to a cause that holds personal importance. This involves delivering three key components: a minimum of three posters, a digital element, and a non-traditional touchpoint.

Through conducting thorough research and employing empathetic listening, I was able to identify key findings which assisted my project towards success. One term that frequently surfaced was ‘stigma'. When associated with mental health, it can result in exclusion, judgement, and can hinder individuals from feeling confident enough to share their experiences.



The solution for the poster campaign is to target Gen Z with a strong emphasis on visual appeal. Vibrant colours and a bold typeface will be employed to create a visually captivating direction. The messaging will be carefully crafted to ensure legibility and engagement, thereby enhancing accessibility. Furthermore, to establish a sense of relatability, the visuals will depict the profound impact of stigma on individuals, humanising the issue at hand.



The campaign can educate viewers by depicting the stigma associated with mental health as a clouded thought emanating from an emotionless face, suggesting that those who are struggling often hide their pain.

phone mockup.png
rhombus badge mockup.png

By utilising a minimal approach, the campaign adopts a versatile design which enables it to work more efficiently with colour and scale. This maximises reach of awareness for the campaign by printing it onto wearable products for example.

It's teal blue offers a sense of calm and symbolises renewal which can help to restore hope and optimism.The vibrant yellow provides a feeling of happiness and inspires communication, inspiring those to open up about their mental health. Both colours correlate with each other and makes for a caring and memorable campaign.

The inclusion of a non-traditional touchpoint in this campaign involves utilising playing cards, which research suggests can provide a wide range of educational, emotional, and psychological advantages. To maximise visibility during card games, the campaign message will be extended to the back of the cards, as this area garners the most attention.

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