Photography / Creative direction
Good Branding Makes the Message Clear.
One idea, readable words and imagery that gives a campaign its setting, illustrated by InsideOut Plant-Based.
By Peter Trainer · 3 October 2026
A logo helps us recognise a name. A clear idea gives us a reason to remember it. This InsideOut campaign uses a short headline, supporting words and a connected visual identity to bring that idea into view. At Icon Studios, the useful starting point for this direction is the creative brief: the audience, the main message and where the images need to work.
Give the headline a purpose
“Just stop it.” is the largest statement on each shirt. “Question the plate” and “Food. Truth. Change.” explain its plant-based context. A headline earns attention; the supporting words give that attention a purpose.
Build a hierarchy people can read
Begin with the main message, then the explanation and the brand. Test the result at phone size. The headline should remain readable; the caption can carry detail that becomes too small inside the image.
Keep the campaign connected
Black and cream versions bring variety. Green accents, red rules, distressed lettering and the InsideOut name provide repeated cues. Consistency means recognisable decisions that continue from one image to the next.
Let the setting contribute
A produce market connects the first image to food. A pale wall supports the cream shirt. The darker setting keeps attention on the face and lettering in the third. When planning brand imagery, choose a setting and composition that help the main idea read clearly.
Start with your creative brief
Tell us what you want the images to communicate, who they are for and where they will appear.