CBRC Smoke Break

Illustration, Logo, Graphic Design, Visual Brand Identity

Arcana connected with the Community-Based Research Centre (CBRC) just as they were about to bring a new harm reduction initiative to life: Smoke Break, a culturally affirming campaign to support 2SLGBTQIA+ people in cutting back or quitting smoking. The goal was to create an engaging microsite and brand identity that felt accessible, peer-driven, and resonant—something the community could see themselves in.

My role was focused on creating the brand development and custom illustration in collaboration with CBRC’s communications, research, and community advisory teams. Throughout the process, we centred lived experience, working closely with 2SLGBTQIA+ peer reviewers to ensure every aspect of the campaign felt warm, human, and supportive, not clinical.

What made this project so special was the advisory process. CBRC brought together a community advisory committee to provide feedback throughout the development process. This ensured that every illustration, colour, and concept aligned with the lived realities and perspectives of the people the campaign aimed to reach.

Everyone at Arcana iterated through multiple rounds of feedback and refinement, prioritizing representation, accessibility, and tone. The result was a visual identity that struck a balance between quirky and grounded, personal and practical.

The illustrations developed for Smoke Break became the visual signature of the campaign. With a loose, sketchy style not often seen in public health communications, we helped CBRC break away from polished, corporate aesthetics. This was intentional — by softening the visuals and adding personality, we made space for vulnerability and authenticity. The feedback from the advisory group and early users was enthusiastically positive.