Back-to-School Essentials
Client: Crisis Text Line
The Appetite
Back-to-school season is often stressful, especially for students navigating emotional ups and downs. To support them, Crisis Text Line developed age-specific self-care toolkits for students, along with guides for parents, caregivers, and educators. The goal was to reduce stigma around mental health and promote emotional well-being during a key life transition.
The Recipe
Execution was managed in collaboration with Digital, Social, Strategy, and Business Development teams to ensure alignment with Crisis Text Line’s broader mission. Creative timelines, reviews, and feedback loops were overseen to ensure the campaign rolled out on schedule across multiple formats—from downloadable PDFs to social media assets. Visual cohesion was maintained from start to finish, supporting a consistent tone and message.
The Ingredients
The campaign’s visual tone was shaped to feel warm, personal, and age-appropriate. Direction was guided toward the use of handwriting fonts, marker-style scribbles, and color palettes customized by age group—choices developed to make the materials feel like they belonged to students themselves. Creative leadership focused on establishing an identity that could resonate emotionally across print and digital platforms.
The Aftertaste
The campaign launched nationally and was shared across education networks, offering students tools to feel seen, supported, and emotionally equipped for the school year. The approachable tone and cohesive design system sparked open conversations around mental health and became a trusted part of Crisis Text Line’s back-to-school outreach.
Graphic Designer: Genaldri Tjahjadi, Deema Mubarak
Art Director: Genaldri Tjahjadi
Creative Director: Lorenzo Gordon