As a designer I have a huge interest in structure and editorial design in graphic arts but I like to be approached with a challenge by my design briefs. I like to be interesting and that little bit different. I like experimenting with typography, creating my own typefaces and generally the experimentation of layout and grid structures.
This particular project was set by the Hampshire alcohol partnership, who wanted a clear and concise message to raise the awareness of safe and responsible drinking within Hampshire. This was to be produced in a positive manner to reach a widespread audience.
The objective was to create a central branded message to support the normalising of safe, responsible drinking in Hampshire, create demonstrative pieces showing how the campaign can communicate the message over the 2011-2014 life span and to create examples of how the identity can be built upon so it becomes a reinforced and recognised brand in Hampshire’s aim to tackle alcohol misuse.
I wanted to create a campaign that really attracted its audience, as it was so open as a target market I had a lot of people to think about when approaching this brief. I decided to take the idea of “how much is too much” when drinking and think about ways people can be more safe and responsible on a night out. After extensive research to back up my idea to make it successful I arrived on the notion of dilution of alcohol – I took the idea of circulating water between drinks to “keep the mind hydrated”.
My second poster in the campaign was the idea of putting more ice in peoples drinks for the dilution of the drink, and my third poster demonstrated the idea of adding soda and lemonade to wines and lagers.
I wanted to make the campaign interesting to look at, not the average poster you seem to get these days, so I decided to add a bit of vibrancy to each design, something different and interesting to approach. I wanted people to respond to the poster as a wow factor. I feel I have achieved what I set out to do as a campaign, it delivers the message and my idea in a strong manner and also in a positive way. The idea of being safe when drinking.