Anxiety Awareness Week, which starts today, is organised by the Mental Health Foundation, which Praline has previously worked with on designs for the Anxiety Arts Festival.
The week brings together UK-wide organisations and individuals to raise awareness of mental ill-health, and looks at a different theme each year, with Anxiety as the 2014 focus.
Praline began work on the campaign about six weeks ago, brought in by the Mental Health Foundation on the back of the festival project.
The Anxiety Awareness Week campaign draws on the work the consultancy created for the festival, which used a logo composed of parts that can be rearranged for different applications to ‘convey the tension and distorted reality which the state of Anxiety can lead to’, says David Tanguy, creative director at Praline.
‘The work for the Anxiety Awareness Week could be like a cousin to the [work for] the festival’, says Tanguy.
‘It’s a bit closer to the identity for the Mental Health Foundation, but it’s still about expressing the idea of anxiety – it’s fragmented, and a bit intense, but a bit disjointed as well’.
The campaign uses a yellow, orange and black colour palette with the Mental Health Foundation’s existing typeface, aiming to create a look that is ‘instant and accessible’ for all the different public bodies and private companies looking to engage with the event.
Tanguy says, ‘Yellow and orange can create a bit of movement, and with the black is has depth to it. It was about finding a place between the festival branding and the current Mental Health Foundation identity’.
Praline’s work is shown across all touchpoints, including printed posters and booklets and the event’s online presence, as well as a report that can be downloaded from the website.