From nothing to a movement. I needed to create a brand to tackle toxicity with an approach that has not been done before, one that showers you with positivity. Just as important are the products that I will implement the brand on.  In what form will they reach my audience and do it the best? There are a lot of decisions to make and I need to do it with 100% intention.

I did not want to approach this problem by beating down on the bully. It felt wrong to try to solve toxicity with negativity. I wanted to create something you are proud to be apart of and extremely positive. My target audience are the bystanders and the campaign will encourage and inspire them to be the change they want to see.

I chose to use clean, geometric shapes that are bold and dynamic. The brand wants to steal your attention in the wild. The same philosophies also apply to the fonts and color. Furthermore, I wanted the colors to be playful, attractive, high contrasting and gender breaking.

To not only create a robust brand book but also a delightful and relevant narrative, the table of contents was rebranded to Menu. It resembles a familiar structure that you see in games. The brand book seeks to pique your interest immediately and start the adventure off exciting.

When put together, moving between these pages will feel like scrolling through the menu. Each spread transitions the reader from one color to the next. Providing visual impact and a sense of flow. This is a common theme throughout the brand book to bring out that dynamic feel.