RCTA: The Visualization of Fear

This comprehensive thesis project explores the intersection of graphic design, psychology, and surrealism. I developed the complete brand identity and campaign strategy for a fictional organization, The Research Center for the Treatment of Anxieties (RCTA). The objective was to destigmatize mental health discussions by visually manifesting specific phobias, forcing the viewer to confront these fears through the perspective of the sufferer. I created a series of large-format posters using advanced photo-compositing and vector illustration to depict conditions ranging from Acrophobia (fear of heights) to Aphenphobia (fear of touch). The composition of each piece breaks the 'fourth wall,' placing the viewer directly into the uncomfortable scenario to elicit empathy. Supporting this campaign, I designed the RCTA logo system based on architectural principles of balance and foundation, symbolizing the stability the organization provides. This body of work represents my roots in conceptual art direction and my passion for using visual storytelling to address complex human experiences.

The complete series displayed at the Dishman Art Museum at Lamar University in Beaumont, Texas. As part of the senior thesis exhibition, this installation allowed the 22x28 posters to be viewed at scale, fully immersing the audience in the psychological narrative of the campaign.

Hemophobia: A visceral depiction of the fear of blood, using fluid composition to keep the viewer’s eye in constant, uneasy motion.

Achluophobia: Visualizing the fear of the dark by dissolving the figure into the unknown, highlighting the anxiety of perception.

Gerontophobia: A surrealist exploration of the fear of aging, contrasting the perception of youth with the reality of mortality.

Scopophobia: Illustrating the fear of being watched, utilizing shadow and perspective to force the viewer into the role of the intruder.

Aphenphobia: Exploring the fear of touch through exaggerated scale and perspective, turning a human hand into a looming threat.

Acrophobia: Utilizing one-point perspective to simulate the vertigo and anxiety associated with extreme heights.

Clithrophobia: Using distinct directional lines and claustrophobic composition to trap the figure—and the viewer—in a confined space.

Phonophobia: visual repetition creates a sense of overwhelming noise, illustrating the fear of loud sounds.

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