Icons for Awareness Design System
About
When tasked in creating an awareness campaign of an issue I personally care about, I decided on tackle a problem that hits close to home for me - the housing crisis in San Diego, California.
Through research and intentional designing, I created two ways as to how it will exist - digitally and physically - as a guide icon, a GIF, and a poster.
"America's Finest City" for some, certainly not for all
One of the factors of it? Large-scale investment companies buying multiple affordable apartment buildings, marking up rents, and neglecting the needs of their current tenants. In my campaign, I sought to expose Blackstone, one of San Diego's biggest landlords and lawmakers, of their participation in this crisis.
Campaign Visualization
An effective campaign stems from its ability to be easily understood and recognizable. Words that accompany it should be quick, powerful, and rallying.
In my moodboard, I was inspired by posters where visual storytelling was clear and could be understood through inferences and allusions.
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Colors are limited so it's more visually digestible
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Subjects/story telling elements have distinct silhouettes
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Surrealistic implications that are fictitious but add impact to its meaning
Primary Color Set
Analyzing the branding of San Diego's logo helped me summarize the greater parts of the county as a whole. As seen here, one can visualize the sense of San Diego's natural environment and tone through a gentle yet energizing themed logo.
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Then why is it that a city that prioritizes equity, integrity, and sustainability still suffering from a decades long housing crisis where there is ongoing construction but still a shortage of affordable housing?
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By sourcing out these specific colors, I wanted to shed light on the reality of San Diego - engaging and welcoming, but unattainable and unaffordable.
Local Citrus Orange
(Hex Code: FDBA16)
Associated with:
San Diego Shorelines and Optimism.
Western Bluebird Blue
(Hex Code: 00B0F0)
Associated with:
Sky, Oceans, Open Spaces
White
(Hex Code: FFFFFF)
Associated with: Neutrality, Innocence, Balance
Deep down, it feels like you're welcome to vist, but you can't afford to stay here.
Sharing the message in the physical world as a poster
"Blackstone is one of San Diego’s biggest landlords and lawmakers. Just two years ago, Blackstone bought sixty six relatively low-rent San Diegan apartment buildings and has since increased their rent in a life-changing way. In one case, it increased by 201% higher than what a tenant would pay in 2021. "
For the poster, I wanted to accomplish two main things - a visually exaggerated text and a dominating illustration. By using San Diego's otherwise positive and calming colors, I aimed to create an imposing figure, representing Blackstone, ready to feast on the housing market that should be reserved to the average San Diegan. With the tilted motto, I wanted to grab one's attention and invoke a sense of aggravation and fear of the reality we live in - homes aren't just to fill a family with, but they also fill the pockets of landlords and lawmakers.
How do we send this message as a GIF?
For my GIF, I wanted to play on the reality that bigger companies, in this case Blackstone, tends to prey on the necessities of many San Diegans for profit. Right as a goal is within reach, whether that be being able to afford rent or becoming a first time homeowner, rental/housing entities like Blackstone rip possibilities away, forcing some to believe that home ownership is no longer possible when they are already fighting to pay rent on time.
And in case people want to learn more about Blackstone and their influence on the housing market...
This app icon is recognizable and meaningful. The complimentary relationship between the blue and orange makes the design pop and legible - factors that are important when creating an icon.
The design itself is also a direct reference to the GIF we saw earlier. Not only that, it's also an allusion to the poster's message of Blackstone taking what they want, thus solidifying the connection across the visual systems.