CALM Zone

 Moodboard Research Collection 

> Their website has a commercial feel with digital photography of people and strong bold text. Successful clear communication but lacks human touch and emotive tone 
> Instagram presents mixture of different aesthetics, including commercial photography, light bold type on dark backgrounds and more playful colourful illustrations 
> The latter has the most appeal to us as a group as is generally more engaging to the overall viewer of calm zone 
> It also presents a more friendly, approachable aesthetic 
> Research was done on contemporary illustrative styles in the theme of digital contact with friends 







Initial Ideas

> Utilises the idea of naïve illustration style to create a friendly, playful tone 
> Uses bright, fun colours of yellow and pink 
> Avoid using blues and greens as these can have a melancholic feel which would be counteractive for a positivity brief around mental health 



OTHERS




Final Outcomes 



FEEDBACK + REFLECTION

= Illustration style is great feels childlike but not childish, very playful and easy to look at 

= Good that research was done into the charity visual identity itself and contemporary illustrative styles 

- Refinements on type setting (friends shouldn't be cut in half) and colour scheme (more muted pink than a vibrant one)

- Illustration moved around within frame for story means elements have been lost eg. cup in background 

- Movement within the illustration and type would make it even more engaging as a story eg. flower in cup moving to create a sense of natural, calming movement 

- Working as a group was difficult online and the minimal time and wifi issues meant cresting a final outcome to everyone's standard and vision was not accomplished 

- As an initial visual idea however it works well 

Rationale 

CALM - Date with a Mate To celebrate the power of friendships, we have create story boards for Instagram for the CALM campaign. Yellow and pink create and bright and happy aesthetic. We have used two type based and one illustrated boards with playful styles, to show how fun and light-hearted you can be after calling a mate

Type that is used is rounded and soft, which evokes a friendly tone to the viewer. This is reiterated through the choice of soft pink and yellow, both of which are kind, warm colours. The combination of type and illustration coincides with the visual identity Calm Zone adopt on their Instagram, and also means it appeals to a large target audience and is more visually engaging.


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