Design Ignites Change - Projects - HELP! . . . The American Red Cross

The Art Institute of California - Sacramento

The “HELP” campaign was developed for The American Red Cross as a way to bring attention to the mounting difficulties in Haiti. The concept of “HELP” is intended to extend to additional communication campaigns in other regions of the world that are in the need of assistance and support. The concept of the campaign was to unite the emotional impact of person-to-person contact with a strong brand statement for The American Red Cross. Concept and design by Kevin Watson.

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March 7, 2011

"HELP" Campaign Identity Signature

"HELP" Campaign Promotional Poster / Billboard

"HELP" Campaign Interior Promotional Billboard

"HELP Campaign Exterior Promotional Billboard

"HELP" Documentary Film Promotional Poster

The economic crisis has affected all non-profit aid organizations as they request support through the financial donations of the general public. The American Red Cross is no different than other support groups and must effectively communicate their message to reach their audience. Maintaining the established graphic brand elements the student designer was to create a message that touched the public in an emotional and provocative manner.

Focusing on three primary elements, photography, the red cross symbol and the powerful word “help” the designer created a new communication nomenclature for the word “help”. Using the bold red cross to replace the letter “e” maintained the readability of the message and extended the Red Cross brand expression. Emotional impact was heightened when the “e” was replaced with a compelling photograph of a child’s portrait.

HELP! . . . The American Red Cross

The Art Institute of California - Sacramento

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