Buddy Up
Brand identity & website

A grassroots suicide prevention campaign for men that found international attention.

Brand Personality

Colours

Typography




Logo
Coaster
Coasters are the perfect way to start a conversation over a pint. People have to look at both sides to get the full story.

Illustrations
Kyle Metcalf’s persona illustration represent men from all walks of life. They are relatable and spark curiosity.










Air freshener
Did you know that many men have their best, most authentic conversations in the car with a friend? This is because constant eye contact isn’t required or expected. Air fresheners are Buddy Up’s most popular swag items.

Infographic poster
Explaining how to recognize when a friend is struggling, and what to do about it, is a key purpose of Buddy Up.

Outdoor advertising
Pattison generously donated billboard space for the campaign to get some big exposure.



Website
The website features all the persona stories, valuable information on men’s suicide, and a call to participate by becoming a Buddy Up Champion.






TV ad
Thanks to generous donations by an anonymous donor and Shaw Communications Inc., this commercial aired on CTV and Shaw.
Social media (in both of Canada’s official languages) is an important medium for the campaign.













The Team
- Art direction: James Jensen
- Design: James Jensen, Elmer Xavier, Matthew Jacula
- Development: iOnline
- Animation: Neels Britz
- Voiceover: Jason Mathis
- Sound design: Studio Post
- Project management: Evonne Tran