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

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 The reflective layout found on the brochure cover, straps, and pole banner references the out-of-date Rorschach test, a test for mental soundness, as modern life is driving us mad.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.

The tote's design features antique medical equipment