During #metoo that took off in August 2017 many young people broke the silence and testified of widespread sexual harassment, violence and violations in the school environment. As a direct consequence of this, in the spring of 2018, the Swedish government allocated money for skills-enhancing efforts against sexual violations and harassment at school. Backa - an initiative for a school free of sexual abuse is a result of that.
Together with communcation agency Geelmuyden Kiese and art director Magdalena Czarnecki I designed the branding and identity. Magdalena created the concept with references to social and cultural movements. The guidelines for the visual identity was not too childish (as the main audience was students aged 13-18), inclusive, educational and neutral colors/typefaces that weren't connected to an existing social movement.
Branding & identity
Print and digital production
Primary color combinations, used for branding and statements
The logotype is based on a bold typeface and modified to make it more unique and resemble handwritten protest signs.