Creative Lead & Art Director
#thisisnormal Awareness Campaign
A multi-channel mental health awareness campaign showing that mental health conditions don't look the same on everyone, built to reach the public, employers, and clinicians with one simple idea.
The Brief
Raise awareness of how common mental health conditions are, and challenge the stigma that keeps people from talking about them or seeking help.
Reach three audiences with one campaign: the general public, employers offering Total Brain to their workforce, and clinicians using it with patients.
Design assets across channels, including a campaign video, mobile billboard, print ads, social posts, and two trade show booth builds with supporting banners.
Launch a grassroots social component that invited Total Brain employees to share their own mental health stories and provide them with a visual structure to follow.
My Role
Create the core campaign idea, "this is the face of___ so is this.," a split-portrait format that turned a statistic about stigma into something people can easily understand at a glance.
Design the visual system and every campaign asset, from social posts to out-of-home and event environments.
Art direct the campaign video for YouTube.
Set the visual style for the employee selfie posts so personal photos carried the visual language as the larger campaign.
My Strategy
Expose the gap between how we picture mental health conditions and how they actually show up. Pairing a face that matches the stereotype with one that doesn't, challenges the viewer's assumptions at a glance.
Build one visual language for all three audiences, using data as the supporting layer that speaks to each one's pain points and perspective, whether that's the public, employers, or clinicians.
Add clear examples and usage guidelines so social and comms could own their content creation independently while design maintained control over the system itself.