Description
Role: Art Director
Brand: Tide
Disclaimer: This design is for educational purposes only and is not intended to shame, mock and/or disrespect the unhoused population.
The idea and concept were inspired by the parody logos I encountered as a child, such as FedUp, Reboot, and countless others. This mock concept was freestyled and transparently created after a day during a hot and humid New York summer. The initial goal was to ensure it was straight to the point while being mindful of perception. It was designed as a conversation starter, spreading the intended message above using the bright, vivid colors of Tide detergent. The approach is simple, matter-of-fact, yet witty and tongue-in-cheek.