Get in Touch

The Atrium

University of South Wales

86-88 Adam Street


CF24 2FN

USW BA Graphic Communication

Obscure Minds

Obscure Minds, a typography led poster campaign with the mission to encourage Gen Z to open up about mental health with the aim to reduce the level of stigma surrounding it.

This project was created to align with the requirements set by the Google Fonts D&AD brief, set by @uswgraphics.

The project calls for a campaign that highlights the significance of typography in bringing attention to a cause that holds personal importance. This involves delivering three key components: a minimum of three posters, a digital element, and a non-traditional touchpoint.

Through conducting thorough research and employing empathetic listening, I was able to identify key findings which help to drive my project towards success. One term that frequently surfaced was ‘stigma’. When associated with mental health, it can result in exclusion, judgement, and can hinder individuals from feeling confident enough to share their experiences.

The solution for the poster campaign is to target Gen Z with a strong emphasis on visual appeal. Vibrant colours and a bold typeface will be employed to create a visually captivating direction. The messaging will be carefully crafted to ensure legibility and engagement, thereby enhancing accessibility. Furthermore, to establish a sense of relatability, the visuals will depict the profound impact of stigma on individuals, humanising the issue at hand.


Robert Scott Jones