The Be More Campaign is an integrated Logo Rebranding and Print Campaign for fashion line Organic by John Patrick. The copy "Disrupt the Balance", "Redefine the Rules", and "Why Be Ordinary?" were printed on rough newsprint with distorted typography to reinforce the confidence and quietly rebellious nature of the Organic Brand. The backsides of these print posters urge the viewer to "Be More." challenging them to expect more, want more, and demand more from life.
The Be More posters, which are printed on rough newsprint, would be placed into glossy fashion magazines and offered up as pull out posters. The combination of the use of newsprint, unconventional type placement, and interruption from typical fashion imagery set the brand apart from the rest of the fashion set.