Genesis is a fictitious project I did for FutureBrand as part of my studies. The concept is in line with the following theme: ‘The family in 2050’. We wanted to create a brand that would market a pill that would make it possible to get pregnant, for any gender, male or female, in order to repopulate a non-fertile population.
In terms of the logo, we wanted to do something sober but at the same time scientific and futuristic.
Of course, we opted for black and white and sobriety. The word Genesis means creation, the origin and development of beings, so it fits in perfectly with the subject. We've added a small infinity symbol in place of the S to show that it's infinity, representing the continuity of life and unlimited biological reproduction.
Of course, we opted for black and white and sobriety. The word Genesis means creation, the origin and development of beings, so it fits in perfectly with the subject. We've added a small infinity symbol in place of the S to show that it's infinity, representing the continuity of life and unlimited biological reproduction.
The aesthetic is uncluttered, with a focus on a central element: the pill and its main effect: getting pregnant. This immediately attracts attention and makes it easier to remember the message.
For the tagline, we wanted to go for something that really resembled the codes of ‘black mirror’, posters that were a little shocking, even uncomfortable, to alert people to the situation.
For the tagline, we wanted to go for something that really resembled the codes of ‘black mirror’, posters that were a little shocking, even uncomfortable, to alert people to the situation.
An effective and powerful marketing slogan
* Conceiving has never been that easy. → Standardises a process that has never been standardised, giving an impression that is both reassuring and worrying.
* ‘Every body can create life.’ → Subtle pun on ‘everybody’ and ‘every body’, suggesting a total democratisation of reproduction, regardless of physical or biological condition.
* ‘The last solution.’ → Sounds like an ultimate promise but also a hidden warning, creating a disturbing double reading.
Of course we wanted to focus on inclusion, to show that anyone can get pregnant and that gender and heterosexual couples are no longer a problem.
* Conceiving has never been that easy. → Standardises a process that has never been standardised, giving an impression that is both reassuring and worrying.
* ‘Every body can create life.’ → Subtle pun on ‘everybody’ and ‘every body’, suggesting a total democratisation of reproduction, regardless of physical or biological condition.
* ‘The last solution.’ → Sounds like an ultimate promise but also a hidden warning, creating a disturbing double reading.
Of course we wanted to focus on inclusion, to show that anyone can get pregnant and that gender and heterosexual couples are no longer a problem.
As for the contraindications, we thought we'd do something a bit shocking, because if the rules aren't followed, some fairly serious side-effects can occur:
Aggravated familiarity, extra attributes, obsession -> handle with care: be careful.
Finally, the posters don't just sell a fictitious product, they force people to think critically about the future of human reproduction.
Aggravated familiarity, extra attributes, obsession -> handle with care: be careful.
Finally, the posters don't just sell a fictitious product, they force people to think critically about the future of human reproduction.
