John Howard Society is a Canadian organization that aids ex-convicts in rehabilitation and reintegration into society after incarceration. My team and I pitched this advertising campaign to their Toronto Division as part of a term project under the Bachelor of Creative Advertising program at Humber College. I worked as the art director and graphic designer alongside Noah Falovitch (copywriter) and Vivien Pham (accounts executive). The goal of the campaign was to reduce the stigma associated with ex-convicts in order to create housing and employment opportunities.
The team observed that there were a lot of opportunities for the cause on social media. However, the brand had a weak social media presence. The key issues were multiple pages and inconsistent branding across the board. As the art director, I created a few simple brand guidelines that covered color usage, type usage, and logo usage. I went ahead to create a few samples of posters that had content similar to their existing content, but with the new guidelines.