As a semester-long project for my Graphic Design 2 class, I created a social campaign addressing the issue of malnutrition within the sport of climbing. Choosing a nurturing rather than a scaring approach, I targeted young competition climbers entering their teens as my audience–trying to change the way weight is viewed in the sport. The campaign mirrors this audience through the playful identity based on a system of animal icons–the monkey, the bunny, and the bear.
Stemming from this set of icons, the campaign has various applications spanning multiple mediums. Using existing holds from established climbing companies, I designed rough setting guidelines for climbs to be made that represent food items associated with each icon. As part of this campaign, T-shirts with both the icon, its tagline, and imagery of the setting guidelines were created in order to generate further opportunities to raise awareness of this issue. Finally, a poster series and instagram animation accompanied these other artifacts–continuing to promote awareness as well as serving as educational material.
Illustrator
AfterEffects
InDesign
