For this project, I designed a social awareness campaign tackling the topic of men’s mental health. The notion of this campaign is to redefine the graphic language of masculinity, so I decided to put a contemporary spin on Western Cowboy posters, combining traditionally masculine typography with warm and encouraging messages around mental health. The soft, warm pastel color palette combined with the bold, rough, and chunky letterforms is meant to challenge the preconceived perception of what is masculine. Using recognizable visuals convinces a male audience that these new messages are ones of strength.