The brief was to choose an organisation with an image problem, then create an event that will reinvent the organisation and shift the public's perception of it. This was to be followed by branding the event with a roll out.
My chosen organisation was the Knitters Guild NSW, because knitting is stereotypically seen as a boring activity that only Grandma's do. Because I like a challenge, my target demographic for the event was young men.
Through extensive research, I created an event called 'Sip 'N' Stitch,' which is a fundraising event held by the Knitters Guild, where men could learn to knit a beer cosy at the pub in order to raise money for prostate cancer research.
With a cheeky, and challenging tone of voice, the typography and supporting photography reach out to the target audience in a humorous way to bridge the gap between general perceptions of knitting and the target demographic.