The moodboard phase was less about finding a visual language and more about ruling things out. We collected existing NHS 5 a day assets the illustrated characters infographic style posters, healthy eating guides and placed them at the centre of the board not as inspiration, but as a way to push against. Knowing clearly what you don’t want to make is as generative as knowing what you do. From there we started to develop our own direction and one lecture L5_AD_27_01_26 in particular crystallised it the Bite Back campaign stood out for two reasons: the use of large stark straight-to-the-point typography that commands attention and almost stares the audience down and on page 23 a campaign that used close up photography of fruit and vegetables to reveal what you’re actually eating, letting the subject speak for itself. We decided to combine both of these ideas bold emphatic type as the focal point paired with a tight close up shot of the produce to communicate its real benefits without over explaining. From there we moved into sketching possible layouts working out how those two elements could sit together on the poster.
From the sketches we moved on and started to quickly design possible layouts in adobe illustrator.
Concept development the posters show a concept that’s fully committed to one idea get close to real food and let it speak for itself. The macro photography isn’t a stylistic choice it’s the concept. The image is the argument and the type reinforces it rather than explaining it.
Narrative each poster tells a small story within a bigger one. “No room for junk food in this ad” sets the tone then the “Look closer” series builds on it each one revealing something true about the produce through both the image and the line. There’s a progression a voice and a point of view that runs across all four.
Cross-platform thinking the format is simple enough to travel a full-bleed macro shot with bold type works as a poster a social square a digital banner or a screen ad without losing anything. The QR code and URL already signals that we’re thinking beyond the physical poster from the start.
Connectivity and consistency the NHS logo the typeface the layout structure and the tone of voice are locked across all four but each poster has its own image and its own line so they feel like a family rather than repetition. That balance between consistency and variation is what makes a campaign feel like a campaign rather than just a set of posters.
Mood boarding concept development and visual frameworks like the ones seen across this poster series are the tools that allow an art director to make fast confident defensible decisions throughout a project. When you’ve done the work upfront knowing what you’re pushing against establishing a clear concept locking a visual language every decision that follows has something to refer back to. That’s what consistency actually is, it’s not sameness it’s every choice feeling like it came from the same brain with the same intention. The “Look closer” campaign is a good example of this in practice the macro photography the blunt typography the single minded tone of voice all feel locked which means anyone working on an extension of that campaign knows exactly what the boundaries are.
Like I have already mention I find this ‘campaign’ to be a great example of decision making consistency, and visual leadership in a campaign however I still wanted to approach it from my own idea and my own style.(shown in next task.)
Reference
All images used in creation of the 4 poster are adobe stock images.
Adobe Stock – Free Collection (2026) https://stock.adobe.com/uk/free [Accessed 28/02/26]
Moodboard – mix use of Behance, Pinterest and Adobe stock images.
Behance (2026) – https://www.behance.net [Accessed 28/02/26]
Pinterest (2026) – https://uk.pinterest.com [Accessed 28/02/26]
Adobe Stock – Free Collection (2026) https://stock.adobe.com/uk/free [Accessed 28/02/26]