Offline by Nine
Duration
2 Months
Problem
Late-night screen use is normalized, even though blue light suppresses melatonin and disrupts the circadian rhythm. In an always-on culture, people struggle to disconnect, and sleep health messaging often feels clinical or easy to ignore. There is a need for a clear, approachable visual language that reframes logging off as a supportive nightly habit.
Role:
Concept
Research
Visual design
Campaign strategy
Solution
Offline by Nine is a wellness awareness campaign that uses calm, minimal graphic design to encourage people to step away from screens by 9 PM—when blue light has the greatest impact on melatonin and sleep. The campaign translates circadian rhythm science into a simple, memorable habit through a cohesive system of posters, billboards, social media, digital tools, and physical takeaways. Consistent timing, supportive language, and QR-based reminders turn design into a daily cue for healthier behavior.
Figma Link
Challenges
Translating complex circadian rhythm and blue light research into messaging that felt simple, calm, and non-clinical
Designing a behavior-change campaign without relying on product promotion or fear-based tactics
Creating a cohesive visual system that worked consistently across physical, digital, and social touchpoints
Balancing clarity and softness so the message felt supportive rather than restrictive or prescriptive
Takeaways
Designing for behavior change requires consistency, timing, and repetition more than complexity
Research-driven concepts are strongest when translated into human, accessible language
Thinking in systems—not individual assets—creates stronger, more memorable campaigns
Tone is a critical design tool; softness and restraint can be just as persuasive as boldness