Our engagement with Pixel Moment started in 2021, when we worked alongside the Future Leaders committee to generate Pixel Moment’s first brand direction, generating assets and designing the marketing website. In 2022, we took our learnings from the previous year and implemented a redesign for Pixel Moment’s 2022 identity— Retro Pop. This style is commonly associated with social activism, which aligns well with the Pixel Moment’s initiative —inspiring more people to step up and speak out about mental health.
Conducive to fundraising and raising awareness for mental health resources across British Columbia, the Future Leaders committee at the St. Paul's Hospital Foundation launched Pixel Moments, an interactive art experience and initiative in 2021. In 2022, Pixel Moments partnered up with the Vancouver Mural Festival Winter Arts, an open-air gallery of art and live experiences with locations around downtown Vancouver to launch the new pixel mural by artist Chase Gray.
While attending to the foundation’s original brand, voice, and engagement style, we focused on incorporating elements of a design system that engages the younger generation and helps establish Pixel Moment as its own evolving brand. The design direction is retro-pop, a playful and colourful style commonly used for posters and signs to do with social activism, which aligns well with the Pixel Moment’s initiative —inspiring more people to step up and speak out about mental health. The redesign of Pixel Moment’s 2022 website was a small UI facelift using the brand’s new identity, with minimal changes to the UX and page structures. The result was a website that’s uniquely Pixel Moment, with a bit more character and playful flair compared to the previous year’s site that followed more closely with St.Paul Foundation’s brand guidelines.
Kaydence volunteered to take on branding, digital strategy, UX/UI, web design, and social media content creation. In light of this project’s target audience, younger generations, the intention and strategy were to focus on design elements that were approachable and engaging, much like the installation itself.