What is the Squeeze?

Why you should give a sh*t

CHALLENGE  This series is designed consistently, slide-to-slide, and visually tied together. The infographics are intended for viewing on Instagram in a multi-image carousel. This is a university project with an actual client. CLIENT Generation Squeeze WHAT I DID Illustration, Typography, Layout, Infographics TOOLS Illustrator, Procreate. Photoshop.


ABOUT The client is Generation Squeeze, a Canadian organization that advocates for young adults. This project aims to demonstrate the narrative of “The Squeeze” to communicate the problems facing younger people in Canada today effectively. Gen Squeeze provided the statistics and logo.


APPROACH We were given a few parameters for this project but were mainly told to have fun with it. We were tasked only to use their key font Museo Sans and their logo (or their social media) handle must be visible. Gen Squeeze’s target audience is in their 20s and 30s, with a higher percentage of people identifying as women.

DESIGN SOLUTION & DELIVERABLES The final designs are seven images sized at 1080px x 1080px for appropriate Instagram viewing and sharing size. My bold and relatable design focuses significantly on typography and the dramatic use of white space. I wanted the viewer to feel fired up and create a sense of urgency on these issues plaguing young people today.

TAKEAWAY SKILLS The visual style and content are tailored to the interests and needs of the target audience • Content hierarchy/sequence is established • Copy reflects messaging (themes) • Language (tone) used by Gen Squeeze in other marketing materials (social media) websites)