While working at Redhead Design Studio, I developed this concept for a campaign encouraging the use of ethanol in the state of Michigan, with a particular focus on a hip, young adult crowd. While the client ultimately went with another concept. I was still pleased with how this concept came together.
The concept utilizes the phrase "tl;dr" (too long; didn't read, for those of you in the back) in order to break down the scientific information supporting ethanol use. Building off of the scientific nature of this, I developed a visual aesthetic that is inspired by vintage science textbooks and posters in a way that would attract, and speak to, young adults.