#GrowWithYourBros
Campaign On Toxic Masculinity
Project Brief:
#GrowWithYourBros is a collaborative campaign designed to promote teamwork and dismantle the toxic "alpha male" mindset that is prevalent throughout 20-24 year-old college fraternity members. Created for the Detroit Red Wings, the campaign focuses on fostering confidence, self-growth, and healthy relationships within sports teams. By redefining "bro culture" in a positive light, the project aimed to build trust and meaningful connections among teammates, moving away from toxic behaviors. Deliverables included Instagram carousel posts, motion graphics, and environmental supergraphics, forming a cohesive branding system rooted in the Red Wing’s identity.
Tags:
Insights:
This campaign highlighted the deep connection between sports culture and personal development. The alpha male mindset, though prevalent, limits personal and relational growth. We reframed traditional team values to emphasize collaboration over competition within the team. The visual and messaging systems bridged sports culture with broader themes of personal evolution, illustrating that trust and empathy build stronger teams.
Audience:
The campaign specifically targeted college fraternity members (20-24 years old) navigating the social dynamics of masculinity within competitive and hierarchical environments.
The Mess And Play Of Design
What I Learned:
This project reinforced my ability to thrive in fast-paced design environments, where quick decision-making and adaptability is crucial. Collaborating with my teammates offered valuable insights into their creative processes, which enhanced my own skills and broadened my perspective. The experience underscored the importance of collaboration in achieving cohesive and impactful designs, showcasing how diverse skill sets can come together to create a unified vision.