Pause is a brand that inspires and empowers people who seek balance in their digital lives to relax, reflect,
re-define and re-connect with life. What will you pause for?
re-define and re-connect with life. What will you pause for?
Our digital lives dominate our personalities and relationships. We live in a world of constant connectivity and rapid, distracted sampling of small bits of information from a multitude of sources. Our technology addiction and dependencies are slowly taking us away from each other with the illusion of virtual companionship. It is time now to slow down and reflect on the real human connections we avoid and the simple pleasures of life we miss out, in the process. It is time to press pause. Switch off our screens for a while.
Pause is a brand/organization that attempts to reaffirm our humanity, by mindfully limiting technology for other valuable reasons. It is located in the major cities of United States and also works with institutions and workplaces to promote the culture of understanding these values and take a break from technology .
Pause inspires, empowers and educates the tech generation, to help them create more mindful, meaningful and balanced lives, both online and offline. Using technology and other interactive tools, Pause helps to connect people and make real life connections by participating and organizing events like social meetups, art workshops, photowalks, talks, retreats.
Audience for this brand are students and young professionals who use technology in abundance in their daily lives and are also inadvertently dependant on it. They are addicted to their gadgets and inspite of realising that constant connectivity is affecting their health, personalities and relationships, find it impossible to switch off and take a break. Age Group // 18-32 years
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Brand Deliverables // Based on the objective and intentions of the brand, the project has four deleverables.
Deliverable 01 // Pause Narrative
The multipage narrative describes technology addiction, its problems and impacts on our society, lives and health and why it is important to switch off and take a break from our digital devices. - It Introduces the brand, its objective and values and lists down the services they offer and a call to action.
The overall tone and aesthetics I used for of the brand was intended to be thought provoking, asking questions and encouraging people to think about their life choices and understand what matters most to them.
It’s tone captures two vastly contrasting aspects. The swift, bold, attractive and edgy tone that represents technology contrasted against human connections that are deep, toned down subtle and thoughtful represented by neutral photography. I wanted the audience to be visually attracted to it first, only to find out its deeper meaning and the seriousness of the topic and cause.
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Deliverable 02 // Service: Website
The Pause website is active only for 20 minutes at a stretch, after which it encourages the audience/user to take action and act on their addiction by either pressing pause or becoming a member.
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Deliverable 03 // Event and Environment - Promotional Material
Promotional materials for pause events designed as flat series includes posters, banners, and brochures along with the idea of the venues for the events.
Poster 01
Poster 02
Poster 03
Through these posters I wanted to portray how technology addiction can affect real lives without people even realising it.
I wanted to reach out to my audience who are obsessively connected through their devices but realises the need to slow down and regain control of their lives.
I wanted to reach out to my audience who are obsessively connected through their devices but realises the need to slow down and regain control of their lives.
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Event Promotionals // Brochures
Banners at the event venues.
Event banners in the environment.
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Deliverable 04 // Products - Member’s joining kit
Pause offers several options for its paid membership, to gain access to certain events and getaways.
To communicate the benifits of becoming a member, including all the special things that the members
enjoy, I designed a joining kit that includes a membership card, event calender cards, branded buttons and badges, tote and tee shirts.
To communicate the benifits of becoming a member, including all the special things that the members
enjoy, I designed a joining kit that includes a membership card, event calender cards, branded buttons and badges, tote and tee shirts.
Event Products for Members
Fun buttons and badges for Members
Membership Card
Event Calender Cards
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Explore the entire story of building Pause.
Research and Process Book
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This project is created as a part of GR 620 Visual Thinking class for Graphic Design Graduate School of Academy of Art University. Some of the content of this work may have images and resources from internet. The copyright of those elements belong to the original authors. This project is only for academic and noncommercial display.
