Sober February

A movement of clarity

I was brought on to give an identity to a new tradition: staying sober for the month of February. It’s about lucidity. It’s about restraint. It’s about the beautiful agony. It’s probably mostly a check in to make sure alcohol isn’t a stranglehold on your life.

Why February? It’s the shortest month, duh.

2011
Art DirectoR
⬛️ In-house
⬛️ Agency
☑️ Freelance
⬛️ Self-Initiated
Branding
Design
Web design
Social graphics
Art direction

The final countdown

The brand was created on the idea of counting down— crossing off the days on a calendar until you can pop a bottle again. The color palette is pulled directly from our favorite sins: beer, wine, and tequila… with a bold red for crossing out.

SELECT PRESS from the PROJECT

NY Post: An intrepid group of New Yorkers facing the coldest winter in decades without the most comforting warmth

The Village Voice: That sort of thing is good for nearly everyone now and again

The Fix: The challenge offers a new perspective

The FINAL FACT(S)

Per year the average American drinks 28 gallons of beer, 3 gallons of wine, and 2.3 gallons of alcohol… in the early 1800s historians estimate the average adult drank 7 gallons of alcohol a year.