For this project I was asked to produce something that engages my target audience about an issue of my choice.    As it was a brief initially set by ISTD it was required that the response be purely typographic.  I could use any methods and media of my chosing so long as it effectively conveyed my issue.

 

The issue I decided to portray was one that was currently in the media a lot when undertaking this project- Angora fur production.  It had just come out within the news of the cruelty to animals that was occuring in China where 90% of the fur was produced.

 

My chosen target audience was 18-25 year old women and I wanted to portray the message that Angora fur could still be used but we should make ourselves aware of where it is coming from to ensure that it is cruelty-free.

 

I created a campaign that would be used in shops that use cruelty-free fur.  Shopping bags portraying the typographic message would be used and the bright day-glow pink in contrast to the simple brown would attract the attention of others on the street.  Tags would be placed on items containing Angora fur within the stores to show the story of the fur and spread the message further.  The campaign is designed so to get people talking and thinking about the products they're buying.  

 

The bags have been screen-printed so that the finish is more exciting and eyecatching.