Photography / Creative direction
Kindness, with a Clear Visual Voice.
How colour, memorable language and a single visual idea connect an InsideOut Plant-Based campaign.
By Peter Trainer · 3 October 2026
A campaign becomes easier to remember when the picture and the words tell the same story. These InsideOut Plant-Based concepts use bold colour, humour and a direct message to give kindness a recognisable visual voice. 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.
Let one idea lead
“More hugs. Less hooks.” pairs a short line with an octopus holding a heart. The image explains the emotional direction before the caption does. The wording is brief enough to hold its place within a busy feed.
Make the tone fit the message
“Strong enough to be kind” presents strength through care. “No moo. All mmm.” uses a lighter, retro advertising tone. Different styles can belong to the same campaign when the underlying values remain clear.
Connect the images through colour and type
Orange, yellow and teal give each design a distinct setting. Large, readable lettering and short supporting lines keep the hierarchy consistent. The goal is a message someone can understand at a glance and explore further in the caption.
Give attention a destination
A campaign needs more than a striking poster. Decide what the viewer should remember and what action follows. For these InsideOut concepts, the next step is to explore plant-based choices. In a commercial brief, the next step should be equally specific and relevant to the brand.
Start with your creative brief
Tell us what you want the images to communicate, who they are for and where they will appear.