Pratt BFA Communication Design Thesis

Josh Mahoski Advertising Art Direction

A Lot to do About Nothing

Advertising
Animation
Branding

My thesis stems from the concept of self-care. This project is also very personal for me and comes from watching my friends at Pratt, other schools, and various professions work themselves around the clock. In today’s day and age the idea of self-care is very relevant and often understated. Being productive is important but so is relaxing and recharging every now and then. After interviewing many of my friends who I consider overly productive, I came to the conclusion that time management plays a huge role in self-care. So I created a satirical brand dedicated to encouraging people to take breaks as well as tackling the root of the issue. In the wake of COVID-19 this subject is more relevant then ever, as people wrestle with forming new schedules.

The branding can be divided into two components: packaging and an app design. The packaging is for a monthly subscription box, each box has a different theme associated with it based on what people like to do with their free time. Theres a creative box, media box, self-care box, nap-time box, snack break box, and a limited addition quarantine box. But I didn’t stop there, I even designed a product to go into the box: Nothing! Each box is full of its own unique nothingness and a little punch line on the inside cover. Where the packaging is designed primarily to represent the satirical side of things, the app is more usable and realistic, while still maintaining the tone of the brand.

Time Savor is a time management app produced by the main brand, Hiatus. The app keeps track of your schedule and will insert breaks into large time slots dedicated to work, whether you like it or not. For the benefit of workaholics, there is no option to remove the breaks. In conclusion:

“Life moves pretty fast. If you don’t stop
and look around once in a while, you could miss it.”
- Ferris Bueller

instagram.com/josh_mahoski

jmahoski.myportfolio.com

linkedin.com/in/joshua-mahoski-326b99179