Tear It Down is a campaign sponsored by Amnesty International that aims to promote social change by demanding honesty and transparency from the government and justice systems. The message is strong and bold, calling for the people to tear away the layers of hypocrisy and dishonesty that - too often - go unnoticed.
CREATIVE APPROACH
I wanted to focus on the literal idea of ripping away layers to reveal something, which lent itself well to torn paper. Each poster has a slightly different message, but each follows the theme of revealing truth. In order to compliment Amnesty International's iconic neon yellow, I went with a darker color palette and focused on keeping the designs different enough that they could stand apart and similar enough that they would look cohesive. I also created a series of micro graphics that I incorporated into a small stamp-like feature; each icon stands for a different part of their mission. This shows up on each poster, as well as on the sticker and button.
Final deliverables include three posters, a billboard, stickers, bracelets, and a button.
