Took a smoking cessation tech company dominated by 'medical blandness' and built a visual langauge that all-in to  Millennial audience who actually wants to kick (cigarette) butts. This was a student project for a rebrand for the company. 

I developed a brand identity that supports people on their path to a smoke-free life. The design balances empathy with strength—real-time support and app integration are expressed through approachable visuals, warping typography, and a tone that reflects users distress to reclaim their breath and move forward step by step.

RECOGNIZED BY GRAPHIS   -   BRANDING

Pivot is looking to target the newer generation who is struggling with nicotine use. After creating a target audience profile, who was a struggling late twenties male who saw his attachment to vaping as ball to chains, quitting felt impossible. We found few emotionally loaded, yet relatable words that we can pull into design. Out of the few words:

Outstretched, thrown away, pressured.

All distortions that describes the willpower bending back and over. We can best express that with typography. Thats where we got the copier machine idea from. And how the wavering of the type reflect back to the smoke.

Once I knew people love to put their own spin on my copy machine idea, what I was proud of is how anyone can do the copy machine idea and create something entirely new, for a social post, poster, or anything else, even if they're a non-designer. I like how expansive this idea is and how it can evolve without losing sight of what distortion means to Pivot.Co.

If I were to do this differently, I would focus on testing this idea with photography. That way, the target audience could empathize with the imagery, and it could turn into an ad campaign for smoking.

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