Gumboot FridayIllustration & merchandise, 2023–2024
I Am Hope Foundation, a New Zealand-based, non-governmental organisation involved in youth mental
health, wanted to make Gumboot Friday more appealing to young people.
The organisation identified several problems with their existing branding strategy around merchandising. I worked as part of a team that created an engaging merchandise range that appeals to 15-30 year olds. This range was designed to compliment I Am Hope's existing merchandise range, which included their Gumboot Friday initiative.
Backed by extensive research, the solution was a merchandise range consisting of a series of mascots presented with complimentary phrases centring and affirming their mental health experiences, as a way for young people to better relate to Gumboot Friday.