TRUTH CAMPAIGN

WEBSITE & DIGITAL BRAND REFRESH

The Truth.com

For decades the truth campaign has pioneered breakthrough marketing to help put an end to the youth smoking epidemic. As with any successful digital brand, there comes a time to hit the refresh button and reevaluate the brand to ensure they are speaking the same language as their demographic.

Mission: make it quick, eye catching, and NO BS

This demographic has made a few demands very clear so far; speak their language and do it quickly. Because they were born with technology devices in hand, they know how to navigate at lightning speed. This means there’s about an 8-second window to capture their attention or get them to where they need to go before getting frustrated and discrediting the brand experience. This meant for the site that the user experience and visual design needed to be clear and concise, with the mentality that over-simplified was the right amount of simplified.

The most important aspect of the direction was needing to talk the Gen Z talk. Sniffing out phony brands is a part-time hobby for them so this had to authentically commit to the disruptor cause and be something cool enough to rally for. With that mindset, the refresh was designed to be the new poster board for the campaign to hang up its breakthrough work on the streets of the internet. Ripped paper and taped up, just the way a digital instigator likes it.