CLIENT: The Elena Franchuk ANTI-AIDS Foundation.
BRAND: «Naked Street Fashion» nationwide street-wear design contest.
OBJECTIVES: Create bright and memorable t-shirt design, which motivates youngsters to have a safe sex using a condom.
STRATEGY: Inside the target community, Ukrainian and Russian-speaking youngsters, the word “condom” has a strong negative connotation because it is associated with an obscene personal insult. This can make teens too shy to ask for condoms in pharmacies.
SOLUTION: First, I developed the central campaign message, “only with a condom.” Then I transformed the message into a robust non-verbal symbol, consisting of a condom photo, bold hand-made lettering, and a very attractive seasonal color pairing.
RESULT: Very clean, bright and bold logo, a call-to-action for “how to have a safer sex” and commercially appealing enough to develop merchandise featuring it.
LOGO IN REAL LIFE:
Logo looks perfect even printed on extra-short t-shirt cut, which is highly popular at nightclub parties.
Logo design WORKS perfectly
over any background color
What color would you prefer when you need a lot of different merchandise? What color background is better for the logo? What are the most trendy colors? What color will attract the customer?
To avoid any possible questions like this —I developed the logo shape so it can print it over any background color on any product without losing visual attractiveness and recognition. The logo looks cool even over striped or patterned t-shirts, totes, etc.
Boys like black, girls wear pink?
The logo can be printed on t-shirts by Direct-To-Garment printing for small promotional series, or by full-color silk printing for industrial print runs.
MORE THAN A T-SHIRT PRINT:
Yes, it’s not for T-shirts only. It’s a strong branding element for safe sex social campaigns. Like this poster, on public bus stops near students’ nightclubs.
GO PARTY? Don’t forget «Only»!
THE LOGO TRANSFORMS ORDINARY MERCHANDISE INTO COMMUNICATIONS.
Sometimes, somewhere, if she invites him over to her house for coffee, that means “maybe we will have sex.” This unique coffee cup will remind him what he must wear before sex.
IT’S HER LAST BASTION…
A branded girls panties — the last reminder for him, if a sweet couple suddenly forgets about coffee 🙂
Creative Director, Copywriter & Designer: Lytiuga Mykhailo