Data Diet

Research · Strategy · Branding · Campaign Design

A critical branding campaign that uses visual communication to question digital consumption, making its hidden environmental impact visible through public interventions, editorial print and participatory campaigns.

Data Diet — 'Demand Data Responsibility' QR-linked petition, laptop mockup

Can sustainability extend beyond the physical world?

Developed during my exchange semester at Linnaeus University, Sweden, as part of the Visual Communication and Change course, Data Diet explores digital consumption through the lens of sustainability. Beginning with the comparison between physical and digital consumption, the project uses the familiar language of dieting to make an invisible issue tangible, shifting the conversation from individual guilt to the larger systems that normalise limitless consumption.

Data Diet — Challenge #1 poster, streaming carbon footprint

Exploration

Research into digital infrastructure and behavioural systems revealed digital consumption as a systemic rather than individual issue. This informed a campaign-led visual identity that translates complex ideas into accessible public conversations, with QR-linked surveys encouraging collective reflection and greater accountability from the platforms shaping our behaviours.

Data Diet — process book spread, petition mockup and designer's note on digital complicity

Data Diet — event wristbands in four colorways

I left this project believing that the most meaningful campaigns don't just raise awareness, they change the questions we ask.