As part of a first year project I was asked to compose my own brief around the mystery ‘X’. I had to decide who or what ‘X’ was and develop a narrative, using words and images in order to raise my audience’s awareness of ‘X’. I wanted to focus this project around gluten intolerance. A gluten free lifestyle not by choice but for health reasons whether its being a coeliac or intolerant or allergic to wheat/gluten. After exploring the judgment faced by coeliacs I wanted to be able to empower them, creating an identity for them through a support/anti ‘hipster’ group. I want to focus on the fact that it’s a real health issue, not a fad diet for some and their dietary needs shouldn’t be dismissed as a fashion trend. It’s a real medical condition not a choice; a diabetic isn’t considered to be on a diabetic diet. I aimed to bring these people together and separate them for the hipsters who jump on the gluten free bandwagon. I also hoped that my message would be able to inform those who don’t fully understand what it means to be gluten intolerant.
My final campaign was centred on a small purple circle logo. After much research and experimentation I chose to use a circle for my logo as circles unite, include, and make people feel whole which was my aim for the campaign. The use of purple was also deliberate as it represents richness and quality that demands respect. The logo itself was produced by printing with gluten free food products then working with the prints digitally to produce the final outcome. I then designed and made T-shirts/labels and badges to bring the campaign to my audience’s attention. I took my model to open ‘free’ spaces in order to shoot the t-shirt as I wanted my ‘free from’ message to echo within each image.