Challenge
Intrusive thoughts are a common yet overlooked aspect of Obsessive-Compulsive Disorder, with many existing campaigns misrepresenting the disorder or emphasising physical compulsions. Use illustration and animation to promote thought visualisation for individuals with OCD.
Insight & Solution
An important insight identified that creating a separation between the mind and the self can create a healthier co-existence for individuals with OCD. This can be achieved by creating a physical representation of thought. The main challenge was not only to create a compelling, unique portrayal of thought but encourage the audience to transfer thoughts from their mind and into matter.
Subject Research
OCD is commonly misrepresented by the media as a trivial, harmless quirk. Even campaigns that correctly represent the disorder emphasise the physical compulsions over mental ones. This insight highlighted the need for a design project that explored the nature of thought relating to these compulsions.
Many sufferers of OCD and intrusive thoughts have a hostile relationship towards them, viewing them as malicious entities. Dr. Phillipson (2016) states that reducing the personal attachment towards thought can lead to a healthier co-existence with it.
This lead to researching visualisation methods, such as art therapy, as it allows for a healthy separation between someone and their thoughts by creating a physical representation of them. This reinforced the illustrative direction of the brief.
Made of Millions was identified as a prominent platform regarding OCD and intrusive thoughts. The organisation is comprised of artists and designers that aim to “fight cultural stigma” through engaging, informative discussion. This platform was the most appropriate to design the brief around.
Audience Research
A key element when designing for people with OCD is empathy. Their compulsions stem from anxiety that could have been prominent for a number of years, so the final deliverables should not act as a quick fix. First-hand experience with the disorder allowed for more purposeful design solutions and critiques to be achieved.
The COVID-19 pandemic has affected the severity of OCD symptoms amongst many sufferers, including myself. It has reintroduced an internal dialogue, especially towards contamination. Furthermore, a 72% increase in OCD symptoms during the pandemic was identified. This highlighted the importance of thought visualisation.
Primary research identified people’s awareness/relationship with their own thoughts. A diverse range of answers was collated that highlighted the complexity of thought. This posed a major challenge towards the project:
how do you materialise thought in a way that resonates with the majority of people?
Visual Research
David Carson was an influential figure in the project’s early development. His exhibition ‘Mind Over Matter’ creates an engaging, interactive representation of the mind, with the collage being directly influenced by the viewer’s brainwaves.
Carson’s dynamic layering of contrasting collages conveys a sea of emotion and memory that is maintained within a perfect circle, avoiding cliché representations such as the head or brain. This emphasised the power of abstract representation as it can be more rewarding for the audience.
Examples of emotional visualisation were analysed. The most effective composition found was Joy Wu's Emotion Data Visualisation because of the use of dynamic, contrasting forms that were positioned to make a clear narrative for the viewer.
This example promoted questioning regarding the purpose of these thought visualisations and how the audience could interact with them. Their main purpose should not only be to simply visualise thought but to also encourage the audience to do the same.
Modern surrealism was a key influence on the project’s direction. The combination of ordinary subjects in usual compositions creates a compelling narrative whilst additionally reflecting the sporadic, nonsensical nature of thought.
Analysis of these illustrations identified the importance of composition. The spontaneous and obscure nature of each visual element needed to be complemented by a clear hierarchy for the viewer to follow. If the balance was off, then the message would become obscured.
The combination of photo-montage with bold graphic elements reflected the chaotic nature of the mind. The concept of tearing down and reconstructing new ideas from previous, contrasting elements would be explored within the project development.
Applications of shape and stroke with a sense of naivety effectively conveyed the imperfection of the mind. A playful, spontaneous approach towards the development stage was emphasised as a result.
Initial Development
The initial exploration consisted of a range of styles and techniques to determine the best method of thought visualisation. This included emotional visualisation, representing memory and the physical nature of thought. Whilst some effective elements were identified, the exploration felt aimless towards the overall project. There were interesting visuals but no compelling dialogue for the audience to engage with. A new direction for the project’s specific purpose was needed.
Further Development
Creating a mock D&AD brief set by Made of Millions gave the project more direction by clearly defining the purpose and audience.
Using Made of Million’s disruptive and dynamic brand values promoted a distinct tone of voice that the project would adopt.
Digital collage was the primary direction during the visual exploration. This enhanced the sense of surrealism and allowed for a playful, dynamic tone to be created. A major issue identified was the lack of hierarchy/clarity within the composition. There was too much happening at once and it needed to be stripped back.
The final visual exploration had the images clipped to unrefined collaged shapes. This gave the composition distinct silhouettes whilst maintaining the diverse, abstract texture within.
Obscuring the imagery and using it as a texture was the most effective approach. This reinforced the perplexing nature of thought that always felt like it was being constructed and reconstructed.
Brand Identity Development
Brand Identity
Creating a strong brand identity was the essential first step towards tackling the brief. The complexity and abstract nature of thought needed to be condensed into a clear, accessible format.
The logo consists of a playful font with dynamic contrast. The O is replaced with the main icon, a series of imperfect circles layered over each other. This celebrates the imperfect nature of thought whilst providing versatility to the logo.
The brand iconography emphasises imperfect shapes to celebrate the imperfect nature of thought. Obscured image textures act as passing thoughts and memories with a split complementary palette to convey thought diversity. The off-white background resembles a canvas that the visuals are placed on, encouraging people to visualise their own thoughts.
Simplicity was essential towards this project, it was pointless to create abstract illustrations of thought if there was no framework for the audience to engage with.
“Thought is…” acts as a clear framework for both the illustrations and the audience to follow. This encourages them to explore their own relationship with thought with a call to action that summarises the brand’s purpose into three memorable stages.
Campaign Development
Print Campaign
Both a print and digital campaign were developed, but there was more emphasis on physical branding. This felt most appropriate towards the brand’s purpose of creating physical representations of thought. The campaign’s main theme is representing thought diversity, showcasing both positive and negative descriptions to the audience. The mural explores the transition between different thought descriptions, whilst the posters emphasise individual characteristics.
Digital Campaign
Whilst the print campaign emphasises thought diversity, the social media assets intend to create direct communication between the brand and the audience. Instagram was identified as the best social media to target due to its popularity and focus on illustrations/images. Each element encourages people to get involved and share their own interpretation with Thoughtfull and their own followers, thus encouraging a dialogue towards their relationship with thought.
Thought is... Animation Development & Storyboards
Thought is... Animation
The animation’s narrative explores the campaign’s theme of thought diversity through the transition between contrasting visual language. Hand-drawn animation is used to reinforce the notion of taking pen to paper to visualise thought. This required a large amount of planning towards how each element would compliment each other as well as the narrative and voiceover. The animation uses key principles such as squeeze and stretch motions to evoke energy and character in order to create more engagement and relatability for the audience.
Visualisation Packaging & Cards Development
The final deliverable was initially intended as an app that provided improvisation prompts. However, a physical product is better aligned with the concept of materialising thought.
A 10cm x 6cm matchbox packaging design was decided on; this consequently increased the portability of the product. Furthermore, the matchbox sleeve and packaging create a more memorable product interaction and further convey the separation between thought and self.
The cards present a mixture of art therapy and improvisation prompts in an engaging tone of voice. Improvisation prompts were used to increase the product’s accessibility as some people may feel more comfortable acting/performing rather than drawing. Each prompt is introduced with a playful headline to encourage spontaneity from the audience.
Visualisation Cards
Creating a physical product rather than a digital service was essential as it better aligned with the concept of materialising thought. Therefore, a10cm x 6cm matchbox packaging design was decided on; this also increased the portability of the product for users.
The cards present a mixture of art therapy and improvisation prompts in an engaging tone of voice. Improvisation prompts were used to increase the product’s accessibility as some people may feel more comfortable acting/performing rather than drawing. Each prompt is introduced with a playful headline to encourage spontaneity from the audience.
