Graphic Designer
UX/UI Designer
together alone is a social campaign that aims to raise awareness about loneliness during the global pandemic. It advocates for creating a warm and welcoming environment where people can openly discuss their experiences with loneliness. This campaign targets individuals of all ages, and reminds us to check in on those closest to us, even if we ourselves may not be experiencing loneliness.
together alone is designed to be inclusive, warm, and inviting. The warm color palette is carefully curated to create a calming and soothing effect on the eyes, making it easy and comfortable for the viewer to engage with the content. Each color has been specifically chosen to evoke a feeling of warmth, positivity, and inclusivity, to ensure approachability and relatability for all. The overall aesthetic is designed to be welcoming, making the audience feel comfortable and at ease.
The poster presents essential information on statistics and tips for combating loneliness in a subtle and non-intrusive manner. The design aims to create a soothing and visually appealing package that is easy on the eyes, while also being noticeable from a distance. The goal is to address the issue of loneliness with a gentle touch, offering helpful insights and practical tips without overwhelming the reader. Whether viewed up close or from afar, the poster catches the viewer's attention and presents valuable information in a calming and accessible manner.
The animated GIF is designed to be simple and sweet, with a smooth and gentle fade-in effect. It captures the essence of our brand and highlights the affinity of our campaign, while also reminding the viewer of its purpose. The graphic is crafted to convey our message in a concise and visually pleasing way, evoking a sense of ease and accessibility. Whether viewed on its own or as part of a larger campaign, this animated GIF is a powerful tool in promoting our brand and raising awareness about the issue of loneliness.
PROCESS
Research
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Loneliness: The state of distress or discomfort that results when one perceives a gap between one’s desires for social connection and actual experiences of it.
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Even people who are surrounded by others throughout the day—or are in a long-lasting marriage—can experience a deep and pervasive loneliness.
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Loneliness is as tied to the quality of one’s relationships as it is to the number of connections one has.
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Stats on loneliness:
- 46% report sometimes or always feeling alone.
- 47% report feeling left out.
- 27% rarely or never feel as though there are people who really understand them.
- 43% sometimes or always feel that their relationships are not meaningful and that they are isolated from others.
- 20% report they rarely or never feel close to people
- Americans who live with others are less likely to be lonely (average loneliness score of 43.5) compared to those who live alone (46.4). However, this does not apply to single parents/guardians (average loneliness score of 48.2)—even though they live with children, they are more likely to be lonely.
- 53% have meaningful in-person social interactions, such as having an extended conversation with a friend or spending quality time with family, on a daily basis.
- Generation Z adults ages 18-22 are the loneliest generation.
- Social media use alone is not a predictor of loneliness; respondents defined as very heavy users of social media have a loneliness score (43.5) not too different from the score of those who never use social media (41.7).
— May 2018 Survey of thousands of Americans age 18 and up (ohsonline.com)
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10 things to try when feeling loneliness:
- Don’t blame yourself in any way, shape, or form
- Seek relief from a non-human “friend” ex. a pet, comfort food, a favorite book or tv show
- Connect with a human friend if you can
- Do something creative, no matter how simple
- Help someone in need
- Call to mind others who are feeling lonely and send them kind and compassionate thoughts
- Visualize someplace you’d like to be—a fun gathering, the seashore, a sporting event—and see if, just for a moment, you can feel happy for those who are there
- Treat loneliness as an old friend who’s dropped in for a visit (despite not having received an invitation)
- Remind yourself that life is not always fun and that tomorrow is a new day
- Sing
— (psychologytoday.com)
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Four Types of Loneliness according to Clark Moustakas, PhD. Educational and Clinical Psychology.
- Being Alone
- Lonely
- Loneliness Anxiety
- Existential Loneliness
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Trying to understand the experience of chronic loneliness I found this quote: “Existential loneliness reflects the largely solitary activity that makes up much of our lives. This loneliness is much more ontological in that it comes from a core experience of the nature of existence: it involves our separateness in the universe. Others simply cannot know and experience our reality as we do. The individual can certainly share an experience with others, but the individual’s experience is theirs alone. We long for this level of relatedness, yet inevitably we have different experiences, perspectives, life-stories, and values”.
— (calebadodson.com).
Competitor Research
While most of my competitors' campaigns are focused on targeting an older demographic, my goal was to create a loneliness campaign that is inclusive of people of all ages. My aim was to raise awareness about this issue among not only those who experience loneliness but also those who may not be affected by it, but still have friends or family who might be struggling with it. By creating a campaign that is relatable to a wider audience, I hope to encourage more people to join the conversation about loneliness and to foster a greater sense of empathy and understanding in our community.
Brand Positioning
Brand Attributes
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Culture: Welcoming, Inviting, Open, Understanding, Uplifting
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Customer: Lacking, Biased, Isolated, Alone, Unable to Reach Out
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Voice: Appealing, inspiring, Relieving, Warm-Hearted
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Feeling: A Part of Something, Connected, Togetherness, Not Alone
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Impact: Awareness, Space, Relief, Outlet
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X-Factor: Targeting a Younger Audience, About Outreach as much as Information
Brand Mission
together alone provides a space to support and hear the experiences of loneliness to those lacking authentic relationships and don't know how to reach out in an uplifting environment with a relieving voice. Helping them feel connected and bring awareness to the effects of loneliness
Personas
Final Mark
Logo Sketches
Logo Sketches
The goal of the logo was to represent unity while also creating a warm and inviting mark. The design incorporates the use of warm colors and a simple, light typeface to achieve this. By combining these elements, the logo captures the essence of the campaign and evokes a sense of inclusivity and approachability. The aim is to create a brand identity that resonates with the audience and encourages them to engage with the campaign on a deeper level.
Typeface
The choice of Gill Sans as the typeface for the campaign was deliberate, aiming to invoke a calm and welcoming feeling. The typeface was selected for its subtle yet distinctive personality, striking a balance between visual appeal and intrusiveness. By using Gill Sans, the campaign seeks to create a welcoming and approachable vibe that complements its overall tone. The goal is to encourage the audience to engage with the content and participate in the conversation around loneliness.
Supporting Icons
Supporting Patterns
Colors
#6D7340
R 109 G 155 B 64
#F2BF5E
R 242 G 191 B 94
#F29544
R 242 G 149 B 68
#BF8D7A
R 191 G 141 B 122
#A3A64E
R 163 G 166 B 78
Here, I used icons that follow the round, thin-thick line structure of the logo. The patterns used reflect the lightheartedness that I wanted to bring to a campaign focused on loneliness awareness. The color palette is designed to be inviting, warm, and welcoming, further enhancing the campaign's message of inclusivity and approachability.
Touchpoints
