All Tatas Matter
Teleperformance Dominicana
Branding
Overview
Teleperformance Dominicana needed a Breast Cancer Awareness campaign that felt true to their inclusive, people-first culture. The brief was clear in its intent but open in its creative direction, which gave us room to do something that actually meant something.
The idea was simple: show breasts as they really are. Big, small, perky, drooping, scarred, asymmetrical. Every shape and condition that real people live in, rarely see represented, and need to feel seen in. Paired with awareness messaging and reminders to perform monthly self-exams, the campaign became less about a calendar date and more about recognition.
Process
The creative challenge wasn't coming up with the concept, it came quickly and felt right immediately. The challenge was executing it with enough sensitivity to honor the subject and enough boldness to make it land.
We developed a visual identity built around illustrated breast silhouettes, deliberately varied and deliberately honest. Each visual carried a message: some informational, some emotional, all grounded in the reality of what breast health actually looks like for most people.
The campaign was designed to work across social media, internal communications, and display advertising, with OOH and promo material mockups developed but ultimately not produced.
Solution
All Tatas Matter was born, with a visual identity that didn't soften, stylize, or sanitize. Inclusive by design, in the most literal sense.
Outcome
The client praised the concept for its inclusivity and for showing the reality of breast health in a way that connected authentically with their audience.
The campaign was publicly launched under the name Pink October for brand guidelines compliance, but the idea behind it remained intact.
Team
Alejandro Peña · Juliette Mieses
Tools
Adobe Illustrator · Adobe Photoshop · Adobe After Effects
Role
Graphic Design · Assistant Creative
Methods
Desk Research · Brainstorming
All Tatas Matter
Teleperformance Dominicana
Branding
Overview
Teleperformance Dominicana needed a Breast Cancer Awareness campaign that felt true to their inclusive, people-first culture. The brief was clear in its intent but open in its creative direction, which gave us room to do something that actually meant something.
The idea was simple: show breasts as they really are. Big, small, perky, drooping, scarred, asymmetrical. Every shape and condition that real people live in, rarely see represented, and need to feel seen in. Paired with awareness messaging and reminders to perform monthly self-exams, the campaign became less about a calendar date and more about recognition.
Process
The creative challenge wasn't coming up with the concept, it came quickly and felt right immediately. The challenge was executing it with enough sensitivity to honor the subject and enough boldness to make it land.
We developed a visual identity built around illustrated breast silhouettes, deliberately varied and deliberately honest. Each visual carried a message: some informational, some emotional, all grounded in the reality of what breast health actually looks like for most people.
The campaign was designed to work across social media, internal communications, and display advertising, with OOH and promo material mockups developed but ultimately not produced.
Solution
All Tatas Matter was born, with a visual identity that didn't soften, stylize, or sanitize. Inclusive by design, in the most literal sense.
Outcome
The client praised the concept for its inclusivity and for showing the reality of breast health in a way that connected authentically with their audience.
The campaign was publicly launched under the name Pink October for brand guidelines compliance, but the idea behind it remained intact.
Team
Alejandro Peña · Juliette Mieses
Tools
Adobe Illustrator · Adobe Photoshop · Adobe After Effects
Role
Graphic Design · Assistant Creative
Methods
Desk Research · Brainstorming
All Tatas Matter
Teleperformance Dominicana
Branding
Overview
Teleperformance Dominicana needed a Breast Cancer Awareness campaign that felt true to their inclusive, people-first culture. The brief was clear in its intent but open in its creative direction, which gave us room to do something that actually meant something.
The idea was simple: show breasts as they really are. Big, small, perky, drooping, scarred, asymmetrical. Every shape and condition that real people live in, rarely see represented, and need to feel seen in. Paired with awareness messaging and reminders to perform monthly self-exams, the campaign became less about a calendar date and more about recognition.
Process
The creative challenge wasn't coming up with the concept, it came quickly and felt right immediately. The challenge was executing it with enough sensitivity to honor the subject and enough boldness to make it land.
We developed a visual identity built around illustrated breast silhouettes, deliberately varied and deliberately honest. Each visual carried a message: some informational, some emotional, all grounded in the reality of what breast health actually looks like for most people.
The campaign was designed to work across social media, internal communications, and display advertising, with OOH and promo material mockups developed but ultimately not produced.
Solution
All Tatas Matter was born, with a visual identity that didn't soften, stylize, or sanitize. Inclusive by design, in the most literal sense.
Outcome
The client praised the concept for its inclusivity and for showing the reality of breast health in a way that connected authentically with their audience.
The campaign was publicly launched under the name Pink October for brand guidelines compliance, but the idea behind it remained intact.
Team
Alejandro Peña · Juliette Mieses
Tools
Adobe Illustrator · Adobe Photoshop · Adobe After Effects
Role
Graphic Design · Assistant Creative
Methods
Desk Research · Brainstorming
