Art Direction | Design Direction | Digital Design | Curation

Libresse (Bodyform in U.K.) wanted to address the issue around women’s pain being seen as ‘normal’ when related to periods. However, not all pains come from periods but also, undiagnosed conditions and shouldn’t be endured. The #PainStories campaign delves into endometriosis and Ketchum was approached to find the best platform to contain the data and assets created for the campaign. In collaboration with the production team, we developed the Pain Museum, a digital space and expressive journey – telling the #painstories, exploring the taboos that fuel the silence around pain, and addressing how we can create a language to confront pain. The saturated tone emphasises pain through strong visual language and typographic treatment. The museum structure was quite simple to ease the navigation between rooms with minimalist lighting (industrial feel) and concrete floor to reinforce the rawness of the subject and get maximum visual impact through textures, copies, artworks, and colours. I developed the structure of the museum, the visual language for each room and curated the art exhibition in the second room. I’ve built a gradual progression through texture and colours, from

Full campaign here
(The Pain Museum is integrated within the Bodyform website)
Bodyform Website
Bodyform Instagram

Coverage
Creative Review
Campaign
It’s Nice That
Creative Moment
The Drum