just friends | headspace sub-campaign concept (unaffiliated)

One of my introductory projects for the final year of my studies, Just Friends is a social campaign concept meant to address how society values romantic relationships over platonic ones, and works toward dismantling this worldview and value by detailing the benefits of platonic bonds, encouraging healthy ways of bonding with others and facing/moving past rejection, and the importance of platonic connections to a person’s mental health.

Created as a sub-campaign running under Headspace for the context of the assessment, the design elements in this snapshot of Just Friends are varied in medium and use with a bright two-hue scheme connecting back to its parent company.

Being placed on social media, advertising posters and billboards, flyers and having events connected to it, the name of the campaign establishes its deconstructive nature, while maintaining hope and truth to its messaging so potential consumers can feel welcomed.