Meat The Truth
Inspired by a study that exposes how children know little about meat origins, I set out to design a campaign to reveal the reality of the meat industry and encourage passive meat-eaters to eat less meat. My design system is influenced by meat packaging labels, restructuring the elements to fit the website, flyers, instagram, posters, and stickers.
I wanted the visual language to be bold and unapologetic, yet not gory, hence the color choices and imagery. Structuring the different collateral to vary the way the system works, while still keeping the texture, imperfection, and typographic treatment, I created a campaign that is a cohesive experience across several contexts. The direct quality of the imagery, blunt wording, and all-caps monospace typography not only refocus the visual language of the meat industry to counteract it but also places an emphasis on the individual viewer.
The website employs interactions to "reveal" truths to the viewer, and allows for a self-guided experience, focusing on what arguments would appeal most to each individual. The overall goal is to shock the viewer, but not to scare them, in a way that reflects the absurdity of some of the statistics and gravity of the information presented.
