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I Choose Me

Branding

Challenge

A non-profit wanted to appeal to an audiance of inner city youth without losing integrity. Having a specific tagline in mind, the group appointed me to roll out an image to brand the campaign. 'I Choose Me' had to be illustrated in a hip sense worthy enough to standup to today's best critics, teenagers.

Solution

With an 'I (heart) NY' parody in mind, the campaign can easily be recogonized and embrased. The 'hand-written' like lettering and further detail reinforced the design, adding a fashionable taste to the typography.

Results

The campaign included a large day event where the children of the community were involved by voicing their concerns to issues effecting them. During the event, the young adults were given printed sticker and tees baring the imagery.