Big Up
Campaign, Branding
2025
Overview
A collaborative experiential and environmental initiative where I steered the target demographic research, brand naming, and initial conceptual strategy. The brief demanded an impactful, localised campaign engineered to cultivate pride and systematically strengthen a sense of mutual belonging within a specified community.
Issue
Adolescence is a critically challenging developmental window marked by acute social anxiety, peer-pressure, and a fragile sense of personal identity. Within secondary education environments, teenagers frequently suppress their individuality in an effort to conform, leading to social isolation, diminished self-esteem, and a fractured, hyper-critical community culture.
Insight
Primary qualitative research among the target student demographic revealed a powerful behavioural lever: the psychological act of giving compliments actively builds the confidence and resilience of the giver, not just the recipient. Peer-to-peer validation serves as an organic catalyst for dismantling social barriers, generating localised positivity, and establishing mutual respect.
Solution
Big Up: A school-based experiential and graphic campaign designed to lower social anxiety, increase daily happiness, and build robust peer networks by normalising compliment culture among the younger generation. The visual execution leverages vibrant, high-energy typographic layouts and bold environmental graphics designed to disrupt sterile school hallways. By transforming passive architectural spaces into active touch-points for peer-to-peer recognition, Big Up fosters a supportive, highly inclusive sub-culture from the ground up.
Service
Campaign, Branding
Industry Partner
Studio Moross
