NIAW Campaign Concept

Creative Brief: Lead the art direction for a campaign that raises awareness for National Infertility Awareness Week (NIAW).

Role: Art Director and Designer

Process: Sat down with the brief and brainstormed how to approach a nuanced and senstive topic. Early on, I aimed to portray hope and support. Then created a moodboard to reflect the overall style and tone. I finished by creating two rough prototypes to pitch to the team.

Key takeaway: Not only is photography important in setting the tone, but color, typography, and even texture make emotional impact.

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