Halton Food for Thought

University Project: Advertising Campaign - Posters, OOH, Social, Extras

The non-profit, Halton Food for Thought, was launched in 1997 and later registered as a charity in 2007. Their mission is to continue to provide students in Halton with consistent access to healthy food as they have done in the past two decades. The goal of this project was to help combat the over-saturated market through raising awareness and reconigition with the new branding and to help build a support of donators for their campaign 'feeduary'. The requirements included poster design and social media, with the freedom to add other forms of media that we, as a team, felt best fit to help solve the problem. The copy includes a call-to-action: 'Help Fuel Their Future' alongside our main headline 'Food Fuels Kids'.

For the art direction, we decided to portray our big idea in the literal sense and show various ways of travel that are being fueled by healthy foods such as fruit and vegetables. The goal was to find a healthy foods that could be used to show the smoke and flames from the rockets and jetpack. In the end, it was decided that using cauliflower and peppers was the route to go. The rest of the image needed to really pop, so a range of different bright and colouful fruit and vegetables were used to fill the rest of the composition. I decided to compose the images using line art to make sure that the healthy foods really popped off the page. Additionally, I used the brand colours for the background and typeface which helped to draw the entire composition together.

Timeline:

Initial Concept/Research - 5 hours Final Poster Design - 5 hours
Initial Sketches - 4 hours Social Media Rebrand - 4 hours
Image Sourcing - 2 hours Donation Tracker - 2 hours
Line Art - 2.5 hours Colouring Pages - 1.5 hours
Final Poster Design - 5 hours Social Media Posts - 2 hours

Created using Adobe Photoshop

Poster mockup on a school locker

Poster mockup on a notice board in a school computer room

Poster mockup at a school

Social Media Rebrand

From research, we came to the conclusion that the current Instagram feed for the client did not work for their rebrand. It was noted that posts were often repeated and did not have a consistent theme to match to their branding. To help utilize their social media, I created various different frames to keep a consistency to the feed no matter what was posted. The frames feature the new characters introduced in the rebrand as well as some simplier frames that include just the clients logo and colour branding. Frames were also created to promote Feeduary - an event help every February to promote healthy food choices. Additionally, categories were added using the different Halton characters such as Brocky, Sammy, and Lunchy. This was to Additionally, resized versions of the posters were created to fit Instagram, Facebook, and Twitter feeds.