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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
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Typography
Color
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.
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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