"The sun will shine again" and "Resilience is in our DNA" are just some of the 150 slogans that feature in a new poster campaign to promote positivity and goodwill in New York, Los Angeles, Chicago, and Boston, and help Americans get through these difficult times.
Designing posters with colours and uplifting slogans to specifically suit each city, Fred & Farid has also made the artworks available to discover, download or print at www.wekeepgoing.us.
For Los Angeles, the posters were inspired by the vibrant palette of the city, taking on a classic printing style that has been used on the streets of LA for decades. The agency created a mosaic of over 60 posters in both English and Spanish languages. In Chicago, meanwhile, the creative team utilised the colour palette and iconography of the city star and core branding elements from the city's flag as the two leading elements and paired them with an iconic rounded typeface: Avant-Garde Gothic. This typeface was used on signage across the city from famous theatres to the Chicago Skyway Toll Bridge.
In Boston, some native Bostonians within the agency drafted "wicked" one-liners tying into the rich sports culture of the city, using Boston's beloved "lucky" green and sporty typography, with handwritten orange accents inspired by a coach's playbook. And for New York, Fred & Farid tapped its New York office to weigh in on designs and headlines, taking inspiration from the fighting spirit of the city, its towering steel skyscrapers, the brick colour on the walls, the iconic yellow of the taxis, and the zig-zag shape of fire escapes on traditional buildings.
"No big emotional statement. No hashtag or call-to-action. Just a fact: We keep going. Because that's all we can do," says the agency's founders.
Jean-Luc Decaux of JCDecaux adds: "Despite coming from all around the world, we have a shared sense of pride in our hometowns. We believe that we will overcome the challenges that have plagued us this past year, and will come out stronger and more resilient than ever before."
Find out more about We Keep Going at www.wekeepgoing.us.