Rethink: Thesis Design Study

A design study interpreted from the thesis from Breanne Joseph. The thesis observed the relation of teen suicides to Rock-n-Roll lyrics. The campaign’s foundation lies in Rethink, a fictional organization to build awareness of music lyrics’ disillusion of teen’s lives. The Rethink identity is designed as a flip from the traditional Parental Advisory mark on explicit album covers, as a new way to bring attention on how to interpret the music.

Aesthetics for promo posters were influenced by album covers of songs linked to specific reported cases of teen suicides. Prominent elements of each album cover is rearranged with appropriate type setting of the questioned lyrics. Additional promotional pieces to help brand Rethink include a CD, stickers and pins; three facets relevant for marketing in the underground rock scene.