OTHERSIDE - TYPOGRAPHIC NOTES
Being set the brief of selecting a genre, song or musical movement that best represents a cause, the focus was on the using typography to bring the concept to life. Creating a typography-first campaign with both physical and digital elements, the wider aim was to ensure the outcomes targeted at a specific audience, encouraging them to discover more about the issue being discussed and spark a call to action.
Selecting the song 'Otherside' by Macklemore & Ryan Lewis, the lyrics are centred around the dangers of recreational drugs, specifically the prescription codeine mix drug commonly known as 'lean'. Produced in collaboration, our concept was to look at how drugs are glamourised within pop culture, especially for young people who remain unbothered by the dark realties of drug abuse.
DO NOT DRINK ALCOHOLIC BEVERAGES
WHEN USING THIS MEDICATION
Visually conveying the concept of their being two sides to substance abuse, we took inspiration from the prescription drug bottle and used the back and front stickers in coordination with the vinyl cover, extending the 'two side' narrative. The back of the vinyl cover is clearly damaged and battered, aiming to communicate the harsh truth. Maintaining this idea across other mediums, the typeface remained the focus. Referring back to the codeine mix packaging, the warning stickers have been used as a key visual element for promotional purposes in addition to increasing awareness.