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THE DEPRESSION PORTAL
BUSINESS
Non-profit
PROJECT
Art Direction, Social Media Graphics, Copy
The Depression Portal is a non-profit organization, whose founder started it after his son tragically committed suicide. Their mission was simple—to educate the public about depression. They asked me to create their Instagram profile; they hoped it would drive people to their informational website. Because depression can affect anyone, they also wanted the Instagram profile to have a universal appeal.
Voice
Provocative
Frank
Informative
AaBbCc
1234 #$!
AaBbCc
1234 #$!
Typography
Color
![swatches](https://static.wixstatic.com/media/b0f05d_cdf537d927e045519b994bd959aee8ff~mv2.png/v1/fill/w_489,h_490,al_c,q_85,enc_avif,quality_auto/Swatches_TDP.png)
![skull and crossbones sign](https://static.wixstatic.com/media/b0f05d_ab7e8bb4ccbc476bbbff8642b3ad833f~mv2.jpg/v1/fill/w_980,h_980,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/TDP_0202_ToxicAF.jpg)
Photography
THE POSTS
I researched a variety of mental health Instagram profiles and found they weren’t stylized, personable, or compelling. I took the research and flipped my client’s expectations upside down. Instead of using clichéd motivational quotes and generic stock imagery, I convinced them to embrace a more edgy approach with a three-color palette, sharp headlines, bold photographs, and candid writing.
![instagram comment](https://static.wixstatic.com/media/b0f05d_e931c7b725384ff2a0ad97e7d693e317~mv2.png/v1/crop/x_0,y_368,w_748,h_723/fill/w_748,h_723,al_c,q_90,enc_avif,quality_auto/Comment.png)
![gif of mobile site for depression portal](https://static.wixstatic.com/media/b0f05d_ce96f9ec908c4e859a934a484565625c~mv2.gif/v1/fill/w_980,h_649,al_c,usm_0.66_1.00_0.01,pstr/TDP_Mobile_gif.gif)
![](https://static.wixstatic.com/media/b0f05d_6af48b3c818243fca5d689a71b83e823~mv2.jpg/v1/fit/w_473,h_473,q_90/b0f05d_6af48b3c818243fca5d689a71b83e823~mv2.jpg)
![](https://static.wixstatic.com/media/b0f05d_faaf5cc806304b7f8a29c780fc4ee3df~mv2.jpg/v1/fit/w_474,h_474,q_90/b0f05d_faaf5cc806304b7f8a29c780fc4ee3df~mv2.jpg)
![](https://static.wixstatic.com/media/b0f05d_82ad76e622084213b55770121b92d53b~mv2.jpg/v1/fit/w_473,h_473,q_90/b0f05d_82ad76e622084213b55770121b92d53b~mv2.jpg)
![](https://static.wixstatic.com/media/b0f05d_264555ccf90c48e88bc196236219cff5~mv2.jpg/v1/fit/w_473,h_473,q_90/b0f05d_264555ccf90c48e88bc196236219cff5~mv2.jpg)
![](https://static.wixstatic.com/media/b0f05d_65c23ebae855422389599381cc726203~mv2.jpg/v1/fit/w_473,h_473,q_90/b0f05d_65c23ebae855422389599381cc726203~mv2.jpg)
![](https://static.wixstatic.com/media/b0f05d_1240ab7c5cc94be8bb397a0dab320a92~mv2.jpg/v1/fit/w_474,h_474,q_90/b0f05d_1240ab7c5cc94be8bb397a0dab320a92~mv2.jpg)
![](https://static.wixstatic.com/media/b0f05d_70643e7b7a41401d875b057147563803~mv2.jpg/v1/fit/w_473,h_473,q_90/b0f05d_70643e7b7a41401d875b057147563803~mv2.jpg)
![](https://static.wixstatic.com/media/b0f05d_774f5cda17c14cedac43ae8bbb1b51e0~mv2.jpg/v1/fit/w_473,h_473,q_90/b0f05d_774f5cda17c14cedac43ae8bbb1b51e0~mv2.jpg)
![](https://static.wixstatic.com/media/b0f05d_0525154e422b4fe299978270d9f9b8a7~mv2.jpg/v1/fit/w_474,h_475,q_90/b0f05d_0525154e422b4fe299978270d9f9b8a7~mv2.jpg)
![](https://static.wixstatic.com/media/b0f05d_63ac5125fc22421889d4a75de4c4a69e~mv2.jpg/v1/fit/w_473,h_473,q_90/b0f05d_63ac5125fc22421889d4a75de4c4a69e~mv2.jpg)
![](https://static.wixstatic.com/media/b0f05d_ebe87542122c41989cc1347cd9b2ee56~mv2.jpg/v1/fit/w_473,h_473,q_90/b0f05d_ebe87542122c41989cc1347cd9b2ee56~mv2.jpg)
![](https://static.wixstatic.com/media/b0f05d_31e0ca78cb6d42dd8ddb5a51e2334ff8~mv2.jpg/v1/fit/w_474,h_474,q_90/b0f05d_31e0ca78cb6d42dd8ddb5a51e2334ff8~mv2.jpg)
![](https://static.wixstatic.com/media/b0f05d_3771d045237045fa803938db065eca47~mv2.jpg/v1/fit/w_473,h_473,q_90/b0f05d_3771d045237045fa803938db065eca47~mv2.jpg)
![](https://static.wixstatic.com/media/b0f05d_89c3a3bb305440ce8fc11a726ee7f2f8~mv2.jpg/v1/fit/w_473,h_473,q_90/b0f05d_89c3a3bb305440ce8fc11a726ee7f2f8~mv2.jpg)
![](https://static.wixstatic.com/media/b0f05d_c000aa1d94bc4ee4b5be953ea89c3081~mv2.jpg/v1/fit/w_474,h_474,q_90/b0f05d_c000aa1d94bc4ee4b5be953ea89c3081~mv2.jpg)
RESULTS: The Depression Portal’s profile grew from zero to 6,000+ Followers with 66% of their website visitors coming from Instagram.
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