FDA CFSAN
I’ve helped develop the visual identity for two U.S. Food and Drug Administration (FDA) Center for Food Safety and Applied Nutrition campaigns about food safety: Food Chemicals and Additives, and Food Safety During Pregnancy.
Food Chemicals and Additives
THE ASK: Develop a cohesive brand for the FDA’s new portfolio, “Food Chemicals and Additives”
INSIGHT: Chemicals being in food does not make it unsafe, rather, it’s the type of chemical, how much of it is in the food, and how much of that food you eat.
THE SOLUTION: A tagline that emphasizes our insight’s idea of the amount that counts, and a visual approach which plays into the idea of “amount” and “food additives” through the consistent use of the plus signs as a visual element. The logo, which takes the form of a seal, provides a sense of credibility to the campaign, while the rounded text balances out the overall look by keeping the logo friendly and approachable.
Food Safety During Pregnancy
THE ASK: Develop a cohesive brand for the FDA’s new portfolio, “Food Safety During Pregnancy.”
THE INSIGHT: With pregnancy already being overwhelming, consumers need easy-to-understand information regarding foodborne illnesses and how to prevent it.
THE SOLUTION: A tagline that equates the idea of “protecting” with “educating” and empowering pregnant/expecting individuals, as well as HCPs, to seek out resources from the FDA on food safety practices to protect themselves and/or their patients from foodborne illnesses. The visual approach is purposefully warm and approachable, leveraging rounder shapes and icons to position FDA as a credible, trustworthy resource on food safety.
THE TEAM
Executive Creative Director:
Mike Gallagher
Associate Creative Director:
Craig Coughlin
Designer:
Nanaka Suzuki
Copywriter:
Adam Chism