The Campaign

Cause - Helping transgender and non-binary people with gender dysphoria find an identity. With 31% of gender dysphoric adolescents attempting suicide, this cause is necessary to raise awareness and save lives.

Insight - The internet and social media can be safe spaces for marginalized communities, where they’re allowed to express themselves freely. For trans and non-binary people, digital interactions help shape their identities.

The perfect song to represent this cause is “Immaterial” by transgender musician SOPHIE. The lyrics of “Immaterial”, a play on Madonna’s “Material Girl”, celebrate digital expression and the freedom of losing traditional gender identity.

Lyrics:

Listen to “Immaterial”:

The Research

I started my research by finding my favorite typography-based album artwork.
Turns out, there were clear features all of them possessed.

- Minimalistic
- Simple colors (typically black and white)
- A single word is the highlight of the artwork
- Font/color choice describes the album sound

I used these qualities to guide my campaign design.

The Typeface

I wanted to choose a font that embodied my cause and the unique sound of “Immaterial”.
I looked for a few qualities while searching Google Fonts:

- Digital/Code-like (to represent digital expression)
- Sans-serif (to represent fluidity)
- Rounded (to represent the song’s synthetic sound)
- Futuristic (to represent a brighter future)
- Wide (to represent strength in identity)

Through these criteria, I found the campaign font:

Vinyl Record Cover

I wanted the cover to represent the fluidity of gender.
I used lenticular printing technology, where the image changes when viewed from different angles, to illustrate this.

Poster

The poster further represents the cause through the song. It shows the appeal of digital expression over material possessions, as depicted by the pearl necklace in the background (a reference to the lyrics of Madonna’s “Material Girl”).

Digital Element

Also printed with lenticular technology, this collectible USB card contains the song and a link to immaterial.com. This site will allow users to virtually draw how they see themselves. Influenced by the song’s lyrics, this art can help those struggling with gender dysphoria to see themselves from a different perspective.

The site will also allow users to upload and share their drawings for others to see. By doing this, users can build communities and share their unique experiences.

Additional Touchpoint