https://jonathanheu.com Jonathan Heu - Multidisciplinary Creative Tue, 07 Sep 2021 21:06:23 +0000 https://jonathanheu.com en https://jonathanheu.com/Landing-Page-Copy Wed, 01 Sep 2021 18:42:11 +0000 Jonathan Heu - Multidisciplinary Creative https://jonathanheu.com/Landing-Page-Copy https://jonathanheu.com/Projects Tue, 07 Sep 2021 21:06:23 +0000 Jonathan Heu - Multidisciplinary Creative https://jonathanheu.com/Projects <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/84760a3ace22253bcd41f3125a4d7b718eb13694ad354238852db01a433a0128/FB_THUMBNAIL_DMNDCOLLECT.jpg" data-mid="238495600" border="0" alt="Fenty Beauty by Rihanna" data-caption="Fenty Beauty by Rihanna" src="https://freight.cargo.site/w/800/i/84760a3ace22253bcd41f3125a4d7b718eb13694ad354238852db01a433a0128/FB_THUMBNAIL_DMNDCOLLECT.jpg" /> <img width="1166" height="656" width_o="1166" height_o="656" data-src="https://freight.cargo.site/t/original/i/7ed4bb67f749061ba0f4194e1f43a8dc0cf7983382114b24c4d7ab5f5a7e2312/LM_Thumbnail.jpeg" data-mid="183094484" border="0" alt="La Mer" data-caption="La Mer" src="https://freight.cargo.site/w/1000/i/7ed4bb67f749061ba0f4194e1f43a8dc0cf7983382114b24c4d7ab5f5a7e2312/LM_Thumbnail.jpeg" /> <img width="640" height="360" width_o="640" height_o="360" data-src="https://freight.cargo.site/t/original/i/cbad94b6dbc44d9451ceb1dbffc307de6e8da4d14b39b6544d3b9776d5e1192e/CB_Thumbnail_red.jpeg" data-mid="183094541" border="0" alt="COSTA BRAZIL" data-caption="COSTA BRAZIL" src="https://freight.cargo.site/w/640/i/cbad94b6dbc44d9451ceb1dbffc307de6e8da4d14b39b6544d3b9776d5e1192e/CB_Thumbnail_red.jpeg" /> <img width="520" height="293" width_o="520" height_o="293" data-src="https://freight.cargo.site/t/original/i/811a27fea9c31f743e7381fdcb4ff894f840d377ff2cb404a707bbd700ce42cf/This_Space_is_For_You-1.gif" data-mid="118385104" border="0" data-no-zoom="true" alt="Planned Parenthood " data-caption="Planned Parenthood " src="https://freight.cargo.site/w/520/i/811a27fea9c31f743e7381fdcb4ff894f840d377ff2cb404a707bbd700ce42cf/This_Space_is_For_You-1.gif" /> <img width="480" height="270" width_o="480" height_o="270" data-src="https://freight.cargo.site/t/original/i/8908ed1f674edebf5d9106c2abef60ad5a71209c8d6ceff03c39643912e5bef8/BOWIMA-Preview.gif" data-mid="183094737" border="0" alt="BOWIMA COSMETICS" data-caption="BOWIMA COSMETICS" src="https://freight.cargo.site/w/480/i/8908ed1f674edebf5d9106c2abef60ad5a71209c8d6ceff03c39643912e5bef8/BOWIMA-Preview.gif" /> <img width="520" height="293" width_o="520" height_o="293" data-src="https://freight.cargo.site/t/original/i/3dde8e8441224c6b124e0c05f6da2c4a542f4df4043185f6197b288ec57fd212/3_PHOTOGRAPHERS_VS_1_MODEL_with_Jonathan_Heu_Jasmine_Hak_Kim.gif" data-mid="118385098" border="0" data-no-zoom="true" alt="Three photographers, one model. " data-caption="Three photographers, one model. " src="https://freight.cargo.site/w/520/i/3dde8e8441224c6b124e0c05f6da2c4a542f4df4043185f6197b288ec57fd212/3_PHOTOGRAPHERS_VS_1_MODEL_with_Jonathan_Heu_Jasmine_Hak_Kim.gif" /> <img width="863" height="485" width_o="863" height_o="485" data-src="https://freight.cargo.site/t/original/i/1505a82ec634ba3780eb246439c3bd5c2aca5e0d573e4ba9044ad716d715d908/Rubbish_Logo-1.jpg" data-mid="183094427" border="0" alt="Rubbish NYC" data-caption="Rubbish NYC" src="https://freight.cargo.site/w/863/i/1505a82ec634ba3780eb246439c3bd5c2aca5e0d573e4ba9044ad716d715d908/Rubbish_Logo-1.jpg" /> <img width="1366" height="768" width_o="1366" height_o="768" data-src="https://freight.cargo.site/t/original/i/e20e0c94765482363e01aa08febe68d8b79fbf3955b822faf22dba10d81fa21f/colourpopxeuphoriagif.gif" data-mid="118385120" border="0" data-no-zoom="true" alt="ColourPop x Euphoria Makeup Collaboration" data-caption="ColourPop x Euphoria Makeup Collaboration" src="https://freight.cargo.site/w/1000/i/e20e0c94765482363e01aa08febe68d8b79fbf3955b822faf22dba10d81fa21f/colourpopxeuphoriagif.gif" /> <img width="1500" height="1250" width_o="1500" height_o="1250" data-src="https://freight.cargo.site/t/original/i/3329bba52dbf899435f96a1b300c4f411592068e1f7dfdaf490e5ff454500f9e/240874947_931836594075510_680937168624911550_n.jpg" data-mid="183094925" border="0" alt="Gentle Monster " data-caption="Gentle Monster " src="https://freight.cargo.site/w/1000/i/3329bba52dbf899435f96a1b300c4f411592068e1f7dfdaf490e5ff454500f9e/240874947_931836594075510_680937168624911550_n.jpg" /> <img width="2048" height="2048" width_o="2048" height_o="2048" data-src="https://freight.cargo.site/t/original/i/72eeee8f78b8aea063226691290bc4c16c33067d673198f134279da323a0d786/180048709_4220415058014474_1091168948917299223_n.jpg" data-mid="118385155" border="0" data-no-zoom="true" alt="Kuv Yog Hmoob Meskas " data-caption="Kuv Yog Hmoob Meskas " src="https://freight.cargo.site/w/1000/i/72eeee8f78b8aea063226691290bc4c16c33067d673198f134279da323a0d786/180048709_4220415058014474_1091168948917299223_n.jpg" /> <img width="1757" height="2756" width_o="1757" height_o="2756" data-src="https://freight.cargo.site/t/original/i/0b9da9898f89f3eb5ced40c86c32abf7531acf3dfe354d21afd5159f28db25b1/Face_3.png" data-mid="118385108" border="0" data-no-zoom="true" alt="A Generation Ago" data-caption="A Generation Ago" src="https://freight.cargo.site/w/1000/i/0b9da9898f89f3eb5ced40c86c32abf7531acf3dfe354d21afd5159f28db25b1/Face_3.png" /> <img width="1728" height="2592" width_o="1728" height_o="2592" data-src="https://freight.cargo.site/t/original/i/723f5d2f50c360ea035c02a3b09741a6c613f5ea0c16744340da72995200adf8/MyChella_Resized-01.jpg" data-mid="120039055" border="0" alt="MyChella Concept Project" data-caption="MyChella Concept Project" src="https://freight.cargo.site/w/1000/i/723f5d2f50c360ea035c02a3b09741a6c613f5ea0c16744340da72995200adf8/MyChella_Resized-01.jpg" /> https://jonathanheu.com/Planned-Parenthood Thu, 02 Sep 2021 15:20:39 +0000 Jonathan Heu - Multidisciplinary Creative https://jonathanheu.com/Planned-Parenthood https://jonathanheu.com/Information Thu, 02 Sep 2021 15:28:46 +0000 Jonathan Heu - Multidisciplinary Creative https://jonathanheu.com/Information The brief:For over a hundred years, Planned Parenthood has been of help to millions of people by educating and providing sexual and reproductive healthcare. They’ve stayed true to their original mission and continue to expand and include more efforts to positively impact communities. In recent years, they realized that their biggest opportunity was to engage and connect with younger generations and diverse communities. I worked alongside a team of four to find a solution. The Challenge: • To create a compassionate and inclusive communication plan that educates and empowers BIPOC young adults about sexual health with PP services and support as a sexual health provider. • Drive more PP first time visits. • Increase patient counts overall both in clinics and virtual services (telehealth). • Inform the public that services provided are covered for multiple needs and diverse audiences. The Research: PPNCS Takeaways: PP can connect with potential patients who value inclusivity and seek high-quality services, affordability and confidentiality. Competitive Analysis Takeaway: PPNCS can differentiate themselves from the competition with an innovative campaign that will speak directly to Gen Z and Millennial BIPOC. Values Takeaway: PPNCS can connect with Gen Z and Millennial BIPOC through a holistic approach of diversity, equity and inclusion by authentically demonstrating shared values of compassion and acceptance. Healthcare Trends takeaway: PPNCS is uniquely suited to meet the evolving healthcare needs - particularly sexual and mental health - of young patients. Campaign Opportunity: PPNCS has the opportunity to be seen by Gen Z and Millenials as experts in sexual and reproductive health by demonstrating compassion and inclusivity in our campaign. https://jonathanheu.com/The-Strategy Thu, 02 Sep 2021 15:23:13 +0000 Jonathan Heu - Multidisciplinary Creative https://jonathanheu.com/The-Strategy The StrategySpace is a powerful word that describes both physical and social structures. Many people feel like there is not enough space for them (socially, culturally, etc.). The blank space is a visual pun that will physically and metaphorically make space for individuals. Whether this concept is shown on an Instagram post or a billboard ad, it is a reminder for consumers that there is always a space available for them at Planned Parenthood. Everyone needs space (now more than ever), and Planned Parenthood can position itself as a place for all Gen-Z BIPOC, re-emphasizing that you offer help for every individual who comes through the door or engages with your telehealth services. How I got there: I thought hard and pulled from my own experiences as a diverse individual; I thought about times when I needed to be embraced, accepted and cared for. I also reflected on all of our incredible research and considered our key insights. I asked myself, what would make others feel empowered, accepted and embraced? I considered that this campaign will live a wide range of geographic areas (urban, suburban, rural, etc.) and I understood that not everyone has a place available to express their identity. I had “aha” moment. A simple yet impactful concept came to mind, "This space is for you.". https://jonathanheu.com/The-Result-1 Sun, 05 Sep 2021 17:42:11 +0000 Jonathan Heu - Multidisciplinary Creative https://jonathanheu.com/The-Result-1 This is Space is for You We all need space to feel accepted. To feel empowered. To feel heard. A space where we can understand our health and wellbeing clearly and confidently, free of judgment. Planned Parenthood is that space. We want you to live your most authentic life, which means transparent and accessible health care on your terms – no matter who you are. Taking care of your sexual health and mental wellbeing doesn’t have to be intimidating or difficult. Planned Parenthood wants to support you on your personal path to better health, whether you have insurance or not because this space is for you. https://jonathanheu.com/The-Moodboard Sun, 05 Sep 2021 17:33:29 +0000 Jonathan Heu - Multidisciplinary Creative https://jonathanheu.com/The-Moodboard <img width="2032" height="792" width_o="2032" height_o="792" data-src="https://freight.cargo.site/t/original/i/f756680f5ff0a7bf2d9bc1e0685804c672d3178ef505bb424bf43083c51786d5/ezgif.com-gif-maker-27.jpg" data-mid="118386691" border="0" src="https://freight.cargo.site/w/1000/i/f756680f5ff0a7bf2d9bc1e0685804c672d3178ef505bb424bf43083c51786d5/ezgif.com-gif-maker-27.jpg" /> Visualizing Space I developed a moodboard that would reflect our strategy, research and include empowering poses, striking imagery and fashion-forward elements. I wanted to ensure that the visuals resonated with our demographics and also were versatile. https://jonathanheu.com/Assets-1 Sun, 05 Sep 2021 17:46:21 +0000 Jonathan Heu - Multidisciplinary Creative https://jonathanheu.com/Assets-1 <img width="2130" height="1362" width_o="2130" height_o="1362" data-src="https://freight.cargo.site/t/original/i/c1f14fae313dc59239e30292129097313ca30ed2b8265c1ca339684fbcfcfb0e/Screen-Shot-2021-09-29-at-11.01.29-PM.png" data-mid="120294816" border="0" src="https://freight.cargo.site/w/1000/i/c1f14fae313dc59239e30292129097313ca30ed2b8265c1ca339684fbcfcfb0e/Screen-Shot-2021-09-29-at-11.01.29-PM.png" /> After multiple rounds of feedback and revisions, my team and I were able to successfully reflect brand equity, inclusivity with new messaging in a variety of assets that could be used on all social channels and in-person. <img width="4656" height="3492" width_o="4656" height_o="3492" data-src="https://freight.cargo.site/t/original/i/c769b8281b9e3c70192387edec2b80b5c54fc3d7b3e27b5beb7ab4c21c269db0/20210822_095330_HDR.jpg" data-mid="118131821" border="0" data-scale="70" src="https://freight.cargo.site/w/1000/i/c769b8281b9e3c70192387edec2b80b5c54fc3d7b3e27b5beb7ab4c21c269db0/20210822_095330_HDR.jpg" /> When developing our casting specs, we looked to include a wider range of skin tones, abilities, and gender expressions. This was important for our campaign to represent a broader and more diverse audience. <img width="2800" height="1800" width_o="2800" height_o="1800" data-src="https://freight.cargo.site/t/original/i/8212d5e35518d4f1e2d2fcd06a22ce108c4d25155097693c04a98fabe5bf2b2d/PPNCS_Page_2.jpg" data-mid="120294707" border="0" src="https://freight.cargo.site/w/1000/i/8212d5e35518d4f1e2d2fcd06a22ce108c4d25155097693c04a98fabe5bf2b2d/PPNCS_Page_2.jpg" /> https://jonathanheu.com/The-Result Sun, 05 Sep 2021 18:04:50 +0000 Jonathan Heu - Multidisciplinary Creative https://jonathanheu.com/The-Result My role in this project was to develop an original strategy, concept, and style guide for Planned Parenthood North Central States for their 360 marketing campaign. I relied on extensive research, knowledge, and background to successfully create that. I am proud to have helped creative direct the strategy and concepts to help strengthen Planned Parenthood's mission and efforts to include more types of people. Both the advertisements and commercials were produced by KNOCK Inc. - an agency based in Minneapolis, Minnesota. This campaign is currently live within the north-central states and is being promoted both in-person and on social. Click here to view the full campaign and commercial &nbsp; https://jonathanheu.com/A-Generation-Ago Sun, 05 Sep 2021 22:00:14 +0000 Jonathan Heu - Multidisciplinary Creative https://jonathanheu.com/A-Generation-Ago <img width="1132" height="371" width_o="1132" height_o="371" data-src="https://freight.cargo.site/t/original/i/a6b763e75dd16914c5fb598a67f9d1c0e7f7ffc976312aae6b7e82a388ca75b9/plane.png" data-mid="118145725" border="0" data-scale="34" src="https://freight.cargo.site/w/1000/i/a6b763e75dd16914c5fb598a67f9d1c0e7f7ffc976312aae6b7e82a388ca75b9/plane.png" />