Plan B
Art Direction ★ Graphic Design
Art Direction ★ Experiential Design ★
Art direction and out-of-home for the biggest emergency contraceptive brand, seeking to connect with millennial women through visual and tonal straightforward honesty. I helped to create a visual identity that doesn't shy away from its truth. By stripping away clinical sterility and embracing authentic messaging, the work transformed a marketing need into a bold statement of reproductive empowerment.
Out-of-home concepts were designed to disrupt urban environments with unapologetic messaging about tough moments. The campaign strategically placed attention-commanding visuals where young women live their lives - bar bathrooms, concert venues, and transit hubs - creating unexpected moments of recognition.
The work deliberately challenged category conventions by refusing to shrink from taboo topics and helping anyone encountering the work, whatever their life experience, to think differently.
This project was a tricky ask. The media buy had already been made, and market disruptor Love Wellness needed their first ever out-of-home campaign to make a bold, Big Apple-worthy statement.
Without an up-to-date asset library, we had only days to create fresh product visuals for their entire line to use across dozens of unique placements. Keeping things simple, eye-catching, and honest was the solution to make the most with their colorful introduction.
As a bonus, I got to bring our work to life with motion graphics for digital ads alongside our physical station takeovers.
Any opportunity for chromatic
taxonomy is a project
after my own heart
