Dots
April 2023
Senior Design Campaign · Identity, poster, web, socials, and murals
The Problem
Food insecurity exists, and communities need to be more knowledgeable about the plentiful resources already out there.
The campaign does not distribute food directly — it focuses on informing and directing the community to the relief efforts already in place. Addressing food insecurity means offering straightforward, accessible information for every level of need, in a way that never feels intimidating. Left unaddressed, food insecurity leads to worse health outcomes and limits a community's ability to grow its own agricultural markets and economy.
17,320 People food insecure in Delaware County
Identity
A logotype built from connected dots.
Every line in the mark symbolizes people connecting across different journeys through food insecurity.
The circle at center reads as a plate silhouette; the dots branching off it stand for food resources on one side and food-insecure households on the other — the whole system meeting in the middle.
Identity meaning — lines, plate silhouette, and connection points
Website style guide — type, buttons, icons, and grid
Full brand guideline booklet
Poster Series
Meeting people where they already are.
Posters carrying the Dots brand are placed strategically throughout downtown Muncie for foot traffic, aimed at reaching people living in food deserts. The series also expands into the food resources themselves, showing visitors there are more options available than the one in front of them.
12.2% of Muncie residents without a vehicle live more than half a mile from a supermarket
Poster series placed throughout downtown Muncie
Poster design inside a food resource location
Social Media Campaign
Showing up where the audience already scrolls.
Instagram was a natural fit for reaching the everyday audience. Followers can expect the Dots brand carried consistently across every post type — weekly event updates, food resource highlights, and content that educates followers on food insecurity in Muncie.
Dots' Instagram profile and feed
Instagram Story Series
Location story graphics
Website Design
One place to find the right resource, fast.
The site is the main resource for the target audience — clear, accessible information on the food resources that fit their level of need, all in one place. A filterable resource directory lets visitors narrow results by type of help, location, and level of food insecurity instead of digging through disconnected listings.
Homepage
Food bank listing page
Mural Series
Turning food resources into landmarks.
Murals throughout the city use flowers to symbolize growth, turning food insecurity into something approachable rather than clinical. Pairing the campaign with murals let advertising collaborate with art — murals are loud, turn heads, and create their own social-media spotlight wherever they go up.
Main mural design
Sub-mural, placed at a food resource location
Sub-mural, placed at a food resource location
Campaign Overview
A brand built to be found.
Dots gives Delaware County one consistent front door to food resources — a logo that explains itself at a glance, a website, posters, social presence, and murals that all point back to the same simple idea: connect the dots.
View full brand guideline booklet