Mind Melt

Exhibition Identity, Event, Advertising, Motion

Mind-Melt is an exhibition branding identity highlighting the insight based around the dangers that junk-food has on your cognitive ability in order to learn and retain new information

The inspiration for this exhibition identity stemmed from research into the effects of junk food on the brain, particularly when consumed in excess. Studies show that it can lead to cognitive decline in both children and adults. I felt this important issue needed to be highlighted through an exhibition, which is why I chose the identity "Mind Melt" to reflect this insight.

To visually represent this issue, I wanted to create a striking image for the advertisement of the identity, which led me to incorporate my analogue techniques. I designed a series of abstract shapes using watercolour, paints and ink bleeds,which ere then digitalised and layered into my designs, symbolising my take on how neuro-decline might be visualised.

To further emphasise the concept, I used a black and white colour palette, inspired by the MRI machines used in neuro tests. The tone of voice was serious and direct, aiming to deliver a shock value similar to a hard-hitting advertisement style. This approach was applied across my rollout's of way finding, posters, social media and billboards to ensure maximum impact.