Missing The Mark
Brief & design process:
This campaign follows on from YM’s Join Us: Crushed by a million pressures campaign, now focusing on a single pressure - exam stress.
They want to ease the pressures of exams on young people that impacts their mental health. To do this, they are trying to influence an independent Assessment and Curriculum Review that the UK Government launched. They are campaigning to ensure their policy calls are included in the review and implemented.
The overall goal of this campaign was to stop exams from impacting young people’s mental health by introducing different ways to assess their skills and learning. Give young people different opportunities to achieve so that they know their worth is more than an exam grade.
Services
Logo Design, Visual Identity
Client
YoungMinds
YoungMinds wanted to create a distinct visual identity for this campaign and packaged in the form of a brand toolkit of how they can use the campaign identity and associated assets in their content.
A few things I had to keep in mind while designing the visual identity:
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The visual identity should be instantly recognisable as a YoungMinds campaign - aligning with our brand guidelines.
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Incorporate distinct and unique elements to ensure it stands out. (e.g. in colour use or unique treatment to photography etc.)
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The tone of the overall identity needs to feel urgent & hopeful.
