Strategy / Branding / Art Direction / Design

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Look closely is a campaign for Oxfam that highlights some of the issues being caused by climate change aiming to prompt people who believe in the existence of climate change, but are currently not doing anything about it, to take action.

A number of promotional goods were conceptualised to create awareness on the issue of climate change and let people know how they could get involved and help.

The concept makes use of the idea that just because it's hard to relate to climate change as Australians living in a well developed country, doesn't mean that there aren't some very real issues at hand, both in our own backyard and around the globe. I wanted to promote the idea that just because something is hard to see or relate to, doesn't mean it's not an important issue.

The visual direction of the campaign aimed to obscure messages through means of typography, pattern and colour, to relate to our obscured vision of climate change as a country that is less threatened by it.

The following spreads are from a promotional booklet I created for the campaign that discussed the issues and how to help.