THE BREASTIE APP LAUNCH CAMPAIGN

Breastie is more than an app. It’s a lifeline. A place where breast cancer patients and survivors connect with others who truly get it. Friends and family mean well, but nothing compares to talking to someone who understands the fear, frustration, hope, and relief that come with this journey.

The campaign design puts those emotions front and center. Simple, bold, and typography-driven design makes the words themselves the focus. Instead of a traditional heart symbol, we use the nipple heart from the Breastie logo, reinforcing the message of connection and understanding.

Negative emotions appear against a black background, reflecting the dark moments of breast cancer, while positive emotions are set against white, symbolizing the light that comes through support and shared understanding. This visual contrast mirrors the emotional reality of breast cancer. Through teaser posters, billboards, and magazine ads, the campaign makes these emotions impossible to ignore.

Role: Concept / Graphic Design / Identity Branding