Week Three - Development
Research
Rinny Perkins
Rinny Perkins is a Los Angeles based multidisciplinary visual artist, actor and writer. Born and raised in Houston, Texas, her art nods to the 70s Blaxploitation nostalgia she was exposed to as child. Rinny uses both her comedic writing and performing to emphasis on the intersections of feminism in identity of Black and queer womanhood. After changing her major 3 times Rinny found her voice in comedy, this is when she moved to L.A and trained at Upright Citizens Brigade. As an actor, she’s appeared in TV series such as Physical (AppleTV), BOSCH (Amazon) and (NBC) and lots of commercials. She also wrote the UCB comedy sketch show, The Only Black Kids at the Show.
Rinny continues use visual art as an instrument to disrupt the representation of women in media. She’s worked as the creative on campaigns with brands such as Apple, Nike, Amazon and more. Her work has been featured by outlets such as I-D/VICE, Nylon and Teen Vogue and most recently was one of the 30 artists published in the large format book ‘Dream In Colour.’ Her first book ‘Not Everyone is Going To Like You’ was released in April 2023. Perkins’ work is very bright and colourful and usually includes a play on words to get her message across. I chose to include Rinny Perkins in my research as her work talks a lot about activism and feminism and I believe that women have a right to attend a cervical screening appointment.
Brand profile
The first thing I did was decide on the colour palette and typography I am going to use. In my mood board there was a lot of pink so I decided to use bright pink navy blue and beige as the main primary colours. I then used some different shades of pink, blue and purple as the secondary colours. I chose the font ‘Zenon’ for the headings as I wanted something quite bold. Then I chose fonts ‘Loretta’ and ‘KitRounded’ for the subheadings and body as I wanted these to be a bit softer.
For the ‘don’t fear your smear’ logo I decided to keep it quite simple and use white text with a bright pink ‘smear’ going through the words ‘your smear.’ I did this because I think it helps to draw attention to the word smear as this is what the campaign is all about. This particular logo was designed to be on the pink (#EE84AD) background so when designing my leaflet and mailer box I may use different colour variations depending on the colour background used.
Finished leaflet
When it came to designing the leaflet I wanted to make it bright and colourful so people who received the box would be more likely to actually pick up the leaflet and read it. For this reason I also wanted to include lots of statistics as I think this is also what sticks out at people the most and makes them want to keep reading. I have also tired to include lots of illustrations within the leaflet to make it more exciting to look at and read, I feel I did this with the variety of underwear I drew. I used the knickers kind of like big bullet points to include all the important statistics surrounding cervical cancer and screenings. Also, I thought I would draw a diagram of the female reproductive system as it’s important to know and also helps visualise with all the information about cervical cancer. I included a range of information from my research including the causes and symptoms of cervical cancer, what to expect at the appointment and why cervical screenings are so important. I think I created a well rounded leaflet that explains everything that women need to know.
Finished mailer box
When it came to designing the mailer box I wanted to keep the outside quite plain and just stick to the navy colour I had chosen as part of the colour palette and then once you opened the box there would be a pop of colour to contrast with this. I decided I wanted to use the wording ‘you’re invited to a screening’ on the top of the box. So, I thought I would play with this idea and draw up a ticket to include on the top of the box. If you were invited to a movie screening/premiere you would receive a ticket so I wanted to use this idea, also I might take this idea into the box and include some popcorn/sweets with the leaflet. Once the box is opened the inside lid will be pink to have the pop of colour and I’ve included an illustration I did of some knickers to make it a bit more fun. Then on the inside base of the box I wanted to include a statistic that would really resonate with my target audience so I chose ‘did you know that 61% of 25-35 year olds are in the highest group at risk of developing cervical cancer?’ I chose to do this because I thought it would make people more likely to pick up the leaflet and read all the information. Then on the sides of the box I wanted to include the ‘don’t fear your smear’ logo as well as the NHS and Public Health England logos as this is the cervical screening programme I am trying to promote/encourage women to attend.
Sticker & reminder card designs
I decided to create a couple of extra things that would be included in the mailer box alongside the leaflet, some stickers and a reminder card. I wanted to keep these designs very simple, so for the stickers I just made one with the ‘don’t fear your smear’ logo on and the other that says ‘book your cervical screening today.’ For the reminder card I wanted to make sure that this little bit of information didn’t get lost within the leaflet so I thought I would make a separate reminder card to remind women that they need to be registered with a GP to receive their NHS invitations.
Poster designs
Alongside the mailer box and the leaflet I decided I wanted to create some advertisement posters that would be displayed in the street and at bus stops to promote to campaign even further. I wanted to do this because although my project target audience for the mailer box is 25-29 year olds it is still important for women to go for the cervical screening test every 3 years. I wanted these designs be very simple and just have the facts on them. I chose 4 different statistics that I thought were impactful, I used just the words and a simple illustration to get the information across. I also predominately stuck to the main 2 primary colours I have used throughout my project, the navy blue and pink and I think they came out quite well.