Description:

In today's digital age, the self-help industry relies on powerful visual language. Polished images and carefully curated online personas create an aura of success and credibility. But how can consumers see past this facade and truly understand the industry's impact?

This project addresses this question by using intentional communication design and AI to challenge our perception of self-help gurus and online personalities.

My research revealed a concerning trend: professional branding and carefully crafted visuals play a significant role in shaping our perception of self-help gurus. Often, credentials take a backseat to a charismatic online presence. To expose this tactic, I created a fictional self-help guru – Olivia Monroe. Olivia is entirely fabricated and brought to life through AI-generated imagery. By mimicking the visual style of real gurus, Olivia appears legitimate at first glance. However, the key lies in the reveal moment within a promotional video. This unexpected twist dismantles the illusion, prompting viewers to evaluate the self-help industry's reliance on visual persuasion critically.

To truly challenge viewers, Olivia's persona needed to be meticulously crafted. I generated AI images depicting her in professional settings, established entire brand guidelines for her, and created a wealth of collateral to solidify her online presence.

The project goes beyond simply revealing Olivia's AI nature. It aims to spark a conversation and encourage viewers to become more critical consumers of self-help content. By questioning the industry's visual language and the ease with which credibility can be manufactured, viewers are empowered to assess the true value of self-proclaimed gurus and their advice.