Ad Campaign
Adobe Illustrator, Photoshop & Indesign
2023/24
The purpose of the Conduct Change ad campaign is to promote awareness of the Rainbow Railroad non-profit. The goal is to collect more donations as well as spread the word about the cause. When following the Instagram page the viewer will see the original three grid posts which are part of the campaign. After these initial posts, they would be opened to more and have the chance to donate through their own learning.
After receiving feedback from my peers and my professor I was able to create a sleek design with a more cohesive colour scheme. The design retains the same concept without having clashing visuals.
Rainbow Railroad is a global non-profit headquartered in the United States and Canada. They are dedicated to supporting individuals within the LGBTQIA+ community who encounter discrimination and persecution. Rainbow Railroad aids individuals seeking liberation from oppressive environments by offering various forms of assistance such as: cash aid, partnership development, crisis response, information services and referrals, as well as complementary pathways to safety.
The initial sketches feature the train design which mostly stayed consistent with the journey of the poster, but with minor changes. By implementing a train track design it helps continue pushing the conduct change, rainbow railroad motif. The conductor's hat stayed on the merchandise options until the end but became more implemented throughout the campaign for consistency.
To start creating this set, I began with the mood board. I was heavily inspired by old train artwork on the front of magazines which had bright colours and long trains with interesting curves. The curve idea continued to manifest with more finds with organic, soft shapes. I wanted bright colours and the least amount of sharp edges possible for the design.
