Center for Advanced Hindsight

The focus on making people happier, healthier, & wealthier via behavioral science aligns with our focus on creating products that make people happy. Behavioral science & design are rooted in influencing human thought, behavior, & decision-making. Given this parallel, we were glad to work on this project.

You can understand the project better through the illustrations utilised in the calendar. They were created by their Lab artist Matt Trower and us.

Translating the importance of the program into a story gave it a better chance of being understood, of the women connecting as it told the story of how the “I-Push” insurance program saved her daughter’s life.

A complimentary pastel color palette has been used. This allows for a more vivid looking illustration that still retains a balanced calm feel. We anthropomorphized the umbrella by giving it soft eyes that look up, gently nudging the women to fill in the calendar; this along with the umbrella’s handle creates a smiley and friendly face ensuring that the women who used the calendar felt at ease. Doing this increases the chances of them successfully filling the calendar, an action that is an integral part of the process.

We chose a muted background color as it was essential that the most important elements, the illustrations & calendar, stood out. We made use of tints of the complimentary colors, green & red which were derived from the mtiba brand. These complimentary colors juxtapose with each other to create maximum contrast. This allows for a more clear and dynamic look.

It was important that the calendar had a modern & clean look, along with a sense of urgency & sternness. Visibility of text was important so we chose a low-contrast geometric sans-serif typeface. This allowed us capture both the required tone while making it easier for the women to read.