Belief Carried
Eyes shaped by belief, see what they've carried
Campaign
Belief Carried is a public reflection campaign that invites individuals to pause, look into their own eyes, and acknowledge the beliefs that have silently shaped their lives.
Through the metaphor of the eye the part of us that sees the world and holds memory. The campaign explores how our unconscious and inherited beliefs guide our identity, choices, and future.
Participants are invited to share two beliefs:
One they wish to carry forward : a belief that empowers them
One they are ready to let go of : a belief that has limited them
These personal truths form a collective archive of introspection, displayed across public and digital spaces.
Because what we carry shapes what we become.
Visual & Conceptual langauge
Eyes as the metaphor
Witness. Memory. Inner truth.
Eyes acts as the core metaphor because it represents more than just vision — it holds the way we’ve come to see ourselves and the world. Our eyes carry the beliefs we’ve absorbed over time, many of them unconsciously, shaped by childhood, culture, and experience. By focusing on the eye, we invite people to pause and become aware of those quiet, hidden beliefs the ones that still guide us without asking. It’s a moment to reflect: to bring the empowering beliefs into focus, and to gently let go of the ones that have been holding us back.
Color System
Yellow & Black
This Campaign needed a color palette that could hold emotional weight while still feeling bold and public. Since the topic explores the contrast between conscious and unconscious beliefs, what we carry silently vs. what we choose to confront, the visual system had to reflect that inner shift.
Typography
Bebas Neue
The typography needed to do something specific: make personal thoughts feel important. Since the campaign is typographic at its core, asking people to reflect, to read, and to share their beliefs, the typeface had to carry emotion without decoration, and feel both structural and human.
Campaign Goals
Spark self-reflection
Make unconscious beliefs visible
Create a shared space to reflect, express, and feel less alone
Posters
As part of the campaign, well known figures such as artists, athletes, musicians and writers share one belief they choose to carry and one they’ve let go of. The idea is to show that everyone, no matter how successful or admired, carries beliefs that have shaped them. By making this visible, we normalize the act of reflection and make it more relatable.
Public Archieve
The campaign also includes a video that brings together the voices and eyes of different individuals who have shared their beliefs. One by one, we see people reflecting, some holding onto beliefs that helped them grow, others releasing the ones that held them back.
MEDIUMS
The campaign lives in public spaces like metro stations, bus stops, and galleries, places where people pause or pass by every day. With a simple invitation to scan a QR code and reflect, we turn these familiar spaces into quiet moments of self-awareness.
