Deep Shift

For the Deep Shift campaign, the concept “Make a Change Beneath the Surface” was developed to merge fashion with environmental awareness. The project focused on creating ocean-themed t-shirts that reveal hidden messages about pollution when wet, symbolising the deeper issues beneath the surface. Key deliverables included platform-specific content for Instagram and TikTok, branded flyers for a pop-up launch, and a bold visual identity combining black and white with accent colours such as turquoise, bright red, yellow, and light pink. A multichannel rollout plan integrated online engagement with in-person activations, positioning Deep Shift as a socially conscious South African brand driving awareness through design.

Skills applied and used:
Branding, Visual Communication, Social Media Strategy, Graphic Design, Content Creation, Campaign Development, Creative Direction