The Cure For Modern Life

Brief:

Design a visual identity for The Cure for Modern Life, a new-age wellness expo. Attendees are progressive and educated young adults looking for ways to look after body and mind in the modern age. The visual identity should be a contemporary interpretation of the theme and will extend across all expo collateral.

I did:

Identity, brochure, merchandise, signage

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Ironic. Reflective. Bold.

The irony of needing a "cure" for modern life inspired the paradoxical use of 16th-century etchings of sick patients in desperate need of a cure in the form of modern medicine. The reflective layout found on the brochure cover, straps, and pole banner references the out-of-date Rorschach test, a test for mental soundness, as modern life is driving us mad. The typeface for the event is Gopher, a bold san-serif chosen for its reverse contrast stroke weight. The omnipresent blue color palette is drawn from the Star of Life, the symbol for Emergency Medical Services.

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The tote's design features antique medical equipment

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