Art Direction / BRANDING / WEB DESIGN
Cancel Corporate Abuse
The Hattaway team worked with EarthRights International to launch Cancel Corporate Abuse, a social campaign raises awareness on human rights abuse in banana farming industry and a call for big corporates to take social responsibilities. A key strategy was to target and educate the right audience to spread awareness, and the Hattaway team identified them as followings: consumers, social justice activists, wholesale buyers, and corporate partners.
As the design lead of the project, I conducted the initial research and created a moodboard. Then I created the visual identity and developed the microsite of the campaign using Webflow.
Creative Direction: Tim Lewis
ART DIRECTION: ANGEL KIM
VISUAL IDENTITY: ANGEL KIM
WEB DESIGN: ANGEL KIM
FRONT-END DEVELOPMENT: ANGEL KIM
Earthrights international IN CONJUNCTION WITH HATTAWAY COMMUNICATIONS, INC. © 2019 ALL RIGHTS RESERVED.
Campaign Pitch
The campaign pitch was the starting point of the visual and art direction of the campaign.
Logo & Brand Collateral
Web Design & Development
The Cancel Corporate Abuse campaign strives to educate consumers about the truth behind banana-farming industry and build support for congressional action.
The goal of the microsite is to achieve a platform to deliver facts about the banana-farming industry to the audience and consumers. The site uses striking, realistic imagery, bold colors and typography, and stylized headshots to set the voice and tone of the campaign and its message.
