Harley Boy, LLC. and Lifetime Network needed more than a logo for their BE ME BE FREE campaign. They needed psychology to attract and feel relatable to young people suffering from anxiety. The BMBF campaign requested stories from teens suffering from the disorder, with a Lifetime Movie Special being made from the best submission.
The solution needed something strong, relatable with the right thought process to embody the program. The Autism Puzzle Piece has the right impact, rememberability, and simplicity to use as a reference. The search started there and ended with the creation of the dandelion.
With the thousands of entries, the campaign was a success, and the logo was credited with leading the charge for the brand. With this project, I learned that my superpower is developing great psychologies and strategies to focus on a brand's mission.
The campaign amassed over 20,000 entries. The brass at the Harley Boy loved the logo for its psychology.
The search started as diverse as Gen Z itself. However, it boiled down to social issue campaigns and looking at lifestyle brands for inspiration. The search landed on the heavy and crushing weight of anxiety but choosing to do something more open and free was more appropriate.
One initial idea I had was a butterfly—an easy symbol of transformation. But sexual identity is a big part of teen anxiety, so I chose to make the icon feel as gender-neutral as possible...that included color choices as I had to fight to keep color choices away from pink and blue.
UNDERSTANDING THE AUDIENCE
...Anxiety empowerment campaign. Because sharing your story is freeing. Share your anxiety story & one submission will be turned into a Lifetime movie...
A quote from the campaign aimed at the more sensitive and enduring side of Generation Z . With an increase in anxiety and depression in high schoolers since 2012, this is an issue for a large group. It's also important to understand that Gen Z is a progressive generation and more racially, ethically, and sexually diverse than any generation before them. They are sensitive to the issues of fairness and equality, and that ties into the logo direction.
The Dandelion represents freedom, transformation, communication and fond childhood memories. But it is also known as a weed and often unwanted. All these things mirror what teens suffering from anxiety either feel or want to feel like in their everyday lives.
The dandelion is a beautiful life-form that stokes fond memories for us all. When a dandelion blooms on a spring day it transforms its buds, the flower goes from bright yellow and orange petals to white and fluffy wishes...going from fun to look at to fun to engage with. This covers the first aspect needed for the logo which is transformation.
The second aspect of the logo, freedom comes from the interaction. Who hasn’t had fun plucking one of these and blowing them into the air? The buds floating in the air feel like freedom. Sending out good vibes and communicating a happy time in our childhoods.
The logomark has several different elements to it.
1. The dandelion was constructed to resemble human anatomy. The hope is that teens see themselves reflected in it and push forward those good vibes.
2. The buds are also known as a “wish.” The community of wishes outlines two arms stretching themselves to feel free and refreshed. They also create a force field around the person letting teens know that this is a safe place.
3. The wish floating away creates an opening in the community. Not only is it feeling well enough to float away, but the hole creates openness and freedom that wouldn’t be there with a complete circle or the crushing feeling of anxiety. The wish expresses uniqueness and individuality, telling the teens to be themselves.
4. Even though it is a dandelion, I created the graphic to feel gender-neutral to avoid certain anxiety associated with gender or sexuality issues.
The type selected gives it a personal, handwritten quality. More friendly than corporate, handwritten type is something that Gen Z and Millennials have grown comfortable with. The “free” is spaced away from the other words to give it its “freedom.” It’s fun and the antithesis of the claustrophobic and oppressive feeling of anxiety.
"There was a psychology and a story to the logo design. It told the story we needed to tell."