A social change marketing campaign exploring graphic activism as a tool for positive social impact, using design to encourage conversation, reflection, and engagement.

The project was developed around the idea that graphic designers can influence behaviour through thoughtful visual communication. Research focused on shared social traditions—particularly food and mealtimes—as moments where people naturally come together to talk, connect, and engage.

Brand Identity Development

The project began with the creation of a brand identity designed to support open conversation and participation. The visual identity focused on approachability and clarity, using typography, colour, and graphic elements to create a tone that felt inclusive, playful, and accessible, while still carrying a sense of purpose.

This identity system was developed first to ensure consistency and coherence across all campaign outputs.

Campaign Outcome

The brand identity was then applied to a card-based game designed to be played during a meal—whether breakfast, lunch, dinner, or informal social settings such as coffee or shared food. The game encourages conversation, discussion, and learning through play, using prompts and interaction as a catalyst for social engagement and awareness.

This project demonstrates an integrated approach to branding, graphic activism, and participatory design, translating research and values into a cohesive visual system and tangible outcome.