This project was designed for the theoretical non-profit foundation, Natural Cure, a group dedicated to educating Australian citizens on the potential health benefits and treatment opportunities of Medical Cannabis. Although legally prescribed in Australia, Medical Cannabis is still heavily regulated and carries with it the stigma’s associated with recreational marijuana use. This foundation aims to educate young Australians on the significant difference between legal Medical Cannabis which comes in the form of pills, oils, and nasal sprays used to treat illnesses, and recreational marijuana, that is either smoked or ingested in order to get high.
To achieve this the foundation requires an awareness campaign, complete with the following touchpoints, a diverse branding mark, poster design with a memorable slogan, accompanying information flyers, and t-shirt designs using the brand mark. These touchpoints were also restricted by printing costs, with the poster, flyer, and t-shirt designs only being able to use one spot colour.
The final outcomes of this project, are the master branding mark and poster designs, shown above, as well as the information flyers and t-shirt prints, shown below. The master branding mark is a combination mark and branding signature, with its elements found separate in many on the designs. This adaptability ensures the campaigns consistency and recognisability across all platforms and media. With the t-shirt design displaying the full and complete design as reference for the others touchpoints in the campaign.
The poster design utilities the universally recognised symbol for no-smoking as a semiotic reference to relay its message. This will create brand association between Natural Cure, and by extension Medical Cannabis, and non-smoking. This coupled with the simple yet memorable slogan of “its not what you think” will subconsciously remind the audience of the distinct difference between the two uses of cannabis.
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