Back-to-School Essentials
Creative concepting, visual identity, and cross-functional execution across social, print, and digital.
Creative concepting, visual identity, and cross-functional execution across social, print, and digital.
Client: Crisis Text Line
Graphic Designer: Genaldri Tjahjadi, Deema Mubarak
Art Director: Genaldri Tjahjadi
Creative Director: Lorenzo Gordon
Back-to-school is more than pencils and planners; it’s a season of anxiety, change, and emotional strain. Crisis Text Line repositioned mental health as a daily essential by designing self-care toolkits that felt warm, age-appropriate, and ready for routine use.
The campaign packaged support into student planners, posters, and digital resources that felt familiar and intuitive. Soft typography and approachable color palettes helped reduce stigma, while developmental design choices made the materials feel personal and empowering. Built through cross-team collaboration, every asset encouraged engagement and positioned mental health as something students could reach for every day, not just in crisis.
The Back-to-School Essentials toolkit made mental health support feel approachable, personal, and actionable, with age-specific planners and guides for parents, educators, and caregivers. In its first month, it was downloaded over 5,000 times. The campaign landing page drew more than 23,000 visits—16 percent above projections—with a low bounce rate and high user engagement, boosted by SEO-informed blog content. Social efforts delivered over 1.2 million organic impressions and a 489 percent increase in landing page clicks year over year. Paid media added 2.4 million impressions and over 361,000 clicks, extending reach across platforms like TikTok and Pinterest with strong cultural relevance and cost efficiency.
