Capstone Project
Within my Design degree, this unit was to showcase what I would like to do, my passions, outside of my studies. I love campaign design, and to be able to use it with a good cause would be ideal. Therefore, within my project, I used my designs to create a modern homeless campaign paired with other brands, to raise awareness and give back to those in need.
Using creativity to ignite conversations and implement change.
This Capstone project encompasses various facets, introducing an innovative brand, campaign, and care pack. In-depth research into the gaps within the homeless support system, including surveys and interviews, revealed that there’s no quick, straightforward solution. Therefore, the project aims to provide a short-term solution that can act as a catalyst for long-term change. The brand, known as Reclaim, is a Melbourne-based non-profit organization with a fresh perspective on homeless support, addressing the five primary barriers that homeless individuals encounter. The brand identity is characterized by a gradient featuring five distinct colours, each representing one of these barriers. This gradient design not only signifies the smooth transition between these areas but also adds a trendy and modern touch.
To raise awareness and secure the necessary funds to support Reclaim’s vision, a collaborative campaign called “Exfoliate” has been developed in partnership with two prominent brands, The Body Shop and Bonds, targeting women aged 20-55. During a two-week period, 5% of in-store purchases from both brands will be dedicated to constructing portable shipping containers equipped with showers and cleaning facilities
Additionally, these containers will provide ‘Thrive’ and ‘Revive’ packs, addressing issues related to hygiene, employment, and discrimination. The vibrant orange colour, featured prominently in both the campaign and the Reclaim brand gradient, sets Reclaim apart from competitors who often use traditional purple and red colour schemes. The purchase-driven strategy emphasizes in-store exclusivity, connecting consumers’ real-life choices with the opportunity to make a difference in the lives of those less fortunate. This novel approach, evident in both the brand and campaign, seeks to empower individuals to regain their dignity, stability, and sense of worth without causing them to feel isolated or uncomfortable. Touch points include 4 page website, 12x Instagram posts, A2 instore and bus stop posters, packaging and products in care packs.
