Promoting body positivity and emotional wellness among female college students through an inclusive lifestyle brand.
ROLE
Brand Strategy • Research • Illustration • Merchandise • Campaign Design
timeline
16 Weeks • Senior Design Case Study
tools
Research • Surveys • Procreate • Illustrator • Photoshop
Flourish is a semester-long case study exploring how design can address thin-ideal internalization and body image pressures experienced by college women.
identify a problem
College women face increasing pressure to
conform to unrealistic beauty standards
influenced by social media, advertising, peer comparison, and diet culture.
how might we...
Through interviews, surveys, and audience
research, I developed an uplifting lifestyle brand centered around representation, community,
and self-compassion.
• Thin-ideal internalization - the degree to which an individual "buys into" and accepts socially defined, often unrealistic beauty standards centered around being excessively thin or having a low body fat percentage.
• Campus comparison culture
• Lack of accessible body positive resources on campus
...use design to make campus culture more inclusive for all body types and reduce the shame associated with not fitting the “thin” image.
Designing for college women navigating body image pressures
Flourish was created for female college students experiencing the emotional impact of comparison culture, unrealistic beauty standards, and pressure to achieve the "ideal college body."
The primary audience included students who wanted to improve their relationship with food, exercise, and self-image but felt disconnected from traditional wellness messaging that often prioritized appearance over wellbeing.
By meeting students where they already spend their time like on campus, online, and within their social circles. Happicampus is aimed to make body-positive resources feel approachable, relatable, and supportive.
Creating moments of support throughout the student experience
The Flourish experience was designed to guide students from awareness to participation through approachable touchpoints and positive reinforcement.
awareness
Students encounter inclusive messaging and body-positive visuals throughout campus and social media.
engagement
Students begin interacting with our educational content, wellness resources, and peer conversations.
participation
Students attend events, use resources, and engage with the Happicampus community that we’ve built.
advocacy
Students also get to share experiences and contribute to creating a more inclusive campus culture.
my design strategy and my Design solution need to be rooted in empathy and representation.
representation
Celebrate a wide range of body types, appearances, and experiences to help students feel seen and included.
empowerment
Replace shame-based messaging with encouragement, confidence, and self-compassion.
community
Encourage conversation, peer support, and shared experiences rather than individual perfection.
well-being
Promote physical and emotional wellness without centering weight loss or appearance-based outcomes.
TRANSLATING RESEARCH INTO VISUAL SOLUTIONS
Early visual explorations focused on creating a brand that felt uplifting, welcoming, and distinctly different from traditional health campaigns.
introducing flourish
A body-positive lifestyle brand designed to support emotional wellness among college women through education, representation, and community engagement.
I used the typeface Lima. It is a bold, playful typeface. The nontraditional letterforms represent diversity and character individuality. This aligns with my brand by expressing positivity and the power of proudly being yourself for more inclusive yet expressive design.
Primary Logo
representation is the core component
flourish deliverables
The final deliverables explored how Happicampus could exist as an active presence within a university environment.
Sticker designs
Apparel and merchandise
T-shirts
Sweaters
Hoodies
Crop Tops
Key chains
Buttons
Tote bags
Water bottles and insulated tumblers
Educational materials
Notebooks
Journals
Folders
Pencil Cases
iPad/Tablet Cases
Headphones
Laptop Bags
Sticky notes
Together, these touchpoints created a cohesive ecosystem that reinforced the brand's message across college campuses and promote body positivity.
