Case: Focus on a specific discipline within the work field of Campaign Design. I chose illustration at first and that evolved into copywriting.
Year: 2023
My final concept is called Bi Erasure. Bisexuality is often misunderstood and, sadly, invalidated—not only by straight individuals but sometimes even within the LGBTQIA+ community. Bisexual people frequently hear things like, “Just pick a side,” or “It’s just a phase.” These dismissive attitudes create real challenges for those coming to terms with their sexuality.
My goal is to spark change, specifically among straight individuals who have a bisexual child, friend, or partner. By shifting your mindset, you can create a more supportive and accepting environment. I invite you to challenge any preconceived notions you may have and rethink how you respond when someone comes out as bisexual.
Let’s work together to create a world where no one feels pressured to justify their identity.
Motivation
When you’re not straight—which is often seen as the “norm”—it feels like you have to come out, not just once, but over and over again. I’ve experienced some interesting reactions throughout my journey, and some responses even made me question my sexuality all over again. Is it hard to choose? Is this just a phase? Do I have a preference, and if so, what does that say about me?
These kinds of questions are common for bisexual individuals, but they often arise because of the negative or confused responses we receive from others. I've come to realize that reactions can differ significantly based on whether you're a man or a woman, but the underlying issue is the same: a lack of understanding.
It's not a phase, and it’s time for a change in how people view and respond to bisexuality. What can change however is how you label yourself, that is valid. Bi for me means two or more, maybe pansexual would fit me better, but I like this label.
Final posters
Process
I began by diving into research, looking at illustrators who inspire me: Jip van den Toorn, Bobbi Oskam, Phillip Lindeman, Joost Stokhof, and Max Kirman. Their work, especially their bold and sometimes provocative messages, really struck a chord with me. I knew I wanted to create something personal, but I struggled to find the right subject.
I started sketching random ideas and made a list of topics that intrigued me. One that stood out was biphobia—a challenge I’ve faced personally and one I know many others deal with as well. Bisexuality is often misunderstood, and people are quick to make assumptions, making it difficult for us to share our truth.
In my work, I’ve incorporated some of the responses my friends and I have received when coming out. It’s my way of turning personal experience into something meaningful and reflective.
I initially divided the responses into three categories: reactions to a woman, a man, and a person coming out. At first, I considered creating a short story to encapsulate it all. But I soon realized I was trying to convey too much at once, and it diluted the message. I needed to refine my focus.
The real question became: What do I want to tell? What’s the core of the story I want people to understand? It’s not just about the reactions themselves, but about the broader impact they have on those coming out. That realization helped me clarify the direction of my work and the message I want to share.
These days, so much of our communication happens through our phones. People often feel safer sharing their feelings online, but it also makes some bolder—sometimes even meaner. I chose a texting scenario because it’s such a familiar and relatable way of communicating.
In my first set of images, I wanted to explore how the same message can be received in entirely different ways, depending on the response. My goal was to convey as much as possible with minimal words, capturing the impact of each interaction in its simplest form.
First Sketches
These images were a good starting point but they weren't clear enough. What is my message? Who is comming out? There is no personality in the message, no background story.
I wanted to tell the story from the perspective of someone that's coming out. That's why I made three persona's of those people to decide who's story I wanted to share. While doing so, I changed the look of their phones so you could identify them as different people. I made a drawing that represents me, as an exercise.
The person behind the message
Sean is texting his Girlfriend.
Liz is texting her mom.
Beau is texting her friends.
What do I want to tell my audience?
Now I have three posts without a Headline. When adding copy I struggled a little and realised that the three stories are not in the same category. Two are about bisexuals who need to validate their sexuality and one was about ugly stereotypes. I changed Sean's scenario to fit with the other two.
After looking at the three images again, I realised that I wanted to tell two different messages in one conversation. Which could be confusing, that's why I changed the copy again.
Strategy and Copy Writing
Something that happens in all three of the conversations is that the person sending the texts gets their feelings dismissed or they feel invalidated. Other people assume something about their sexuality.
I want the copy to be as short as possible because there is already a lot going on in the image.
But what should that copy be? Let's go back to the story that I want to tell.
What is my communication goal?
I want to change people's attitudes towards bi people and want them to stop erasing the existence of Bisexuality.
I want to change people's attitudes towards bi people and want them to stop erasing the existence of Bisexuality.
My insights
- People struggle with their bi sexuality, they feel like they have to make a choice.
- People don't understand the concept of liking more than one gender. They think you have to make a choice.
- People struggle with their bi sexuality, they feel like they have to make a choice.
- People don't understand the concept of liking more than one gender. They think you have to make a choice.
My strategy is therefore the challenge strategy
With the headline I actively call people to take action, say bye to bi erasure.
Although I know that the copy on the phone is more about showing what people are doing.
With the headline I actively call people to take action, say bye to bi erasure.
Although I know that the copy on the phone is more about showing what people are doing.
After I chose the headline, I also changed some of the copy from the text messages because they clashed with the header.
Final images
Conclusion
I’m grateful to have worked on a project that feels so personal to me. Initially, I focused on the design, but as I progressed, I realized the importance of having a clear strategy to effectively deliver the message—especially when there’s a lot of copywriting involved. This experience taught me how critical strategy is in bringing everything together.
While I can see areas for improvement, I’m proud of what I created and the message it carries. This project has inspired me, and I hope to take on more like it in the future.