The Emily Cares Student Emergency Fund is an innovative community outreach program designed to support students of Emily Carr University. For its inception and launch, I had to create an identity that was easily recognizable and iconic. It also had to be versatile enough so that it could be used across a multitude of mediums, from tote bags, stickers, buttons, posters, social media and web. I came up with a heart shape composed of both negative and positive space, as it encompassed what the campaign was about: those in need and those who can give and help students.

For the aestheitcs I used a hue of ECU's brand colour pink as the primary colour for the campaign, as pink is psychologically proven to be a soothing and calming colour and personifies compassion. I also used hues of the two greens of ECU's primary brand colour palette for additional collateral like buttons etc, so that the collateral had a strong adherence to the branding of the university.

Emily Carr University of Art + Design