HUNT
WITH
CARE.
Brand Identity & Ul/UX Design for the Ad Council
Did you know? It is prohibited by law to hunt wild turkeys on Sundays in South Carolina. The goal for this ad campaign is to educate the public and spread awareness of the declining turkey population in South Carolina. Explore how I crafted a brand identity and visual assets for the Hunt With Care ad campaign.
Drawing inspiration from the vintage illustrations from Smokey Bear and Woodsy Owl campaigns, I decided to continue the themes of the two ad council ad campaigns and create a fun, playful mascot for the campaign. As a result, Tom Turkey was born, with the mission to raise awareness of hunting safety and regulations and to protect the wild turkey population of South Carolina.
RESEARCH, INSPIRATION, & PROGRESS
PERSONAS & ARCHETYPE - THE CAREGIVER AND THE INNOCENT
“Hunt with Care” ad campaign embodying the caregiver and innocent archetypes, with a mascot symbolizing the caregiver’s protective nature towards wild turkeys and the innocent’s emphasis on purity and nature. The campaign aims to spread the message about the declining turkey population and the need to protect the species in South Carolina.
COLOR PALETTE
TYPOGRAPHY
HUNT WITH CARE PHYSICAL & DIGITAL EXPERIENCE
The main objective of this project is to to create an integrated outdoor and responsive digital campaign for the Ad Council specific to a South Carolina Blue Law. The PSA campaign incorporates a series of billboards, a mobile site, and a desktop site to help spread the message and raise awareness of turkey hunting laws and the declining in the state of South Carolina.
Not only was this project a deeper dive into prototyping web and mobile design using Figma, but it was also an important lesson on the value of research. If I had to describe this project in any way, it would be this: research, research, research! While Tom Turkey may not be a real mascot for the Ad Council, I'm glad I had the time to learn and develop this character, and I hope to see more of Tom in the future.