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Root Division is a San Francisco based organization that offers subsidized studio space to working artists in exchange for their service in creating shared learning opportunities for the community. The concept for this awareness campaign stemmed from Root Divisions need of local artists. In order for the organization to work, they need artists. I named the campaign Fill The Void, reflecting this need.
Through a website, promo stickers, a poster, and blank give-away sketchbooks; the need of a “void” being filled is communicated. All of the pieces of this campaign are interactive, driving the targeted demographic (local artists who keep an eye to the streets), to participate and become intrigued to learn more about Root Division.
The execution of this campaign rides a delicate balance, and blurs lines between gritty street art and DIY design. To achieve this balance I used my own hand-drawn illustrations, multiple photocopied textures, gritty typography, re-appropriated and altered images, and well known street-art sticker elements.
*More project photos coming soon!
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