When you first open up their website your eye immediately will go to the white font that says, “collaboration; truth x; nightmare; stop, drop, and listen” with a button below it that says, “check it out.” Right off the bat, their website is aesthetically pleasing with the contrasting black and white but not only does the text catch your eye, so does the picture of the dude’s face. The guy looks like he is probably in is early 20’s really appeals to their target audience as well. If the portrait of the guy on their homepage was a 65 year old woman, the website would obviously not be the same.
The genre of this campaign site is hard to pinpoint because it could be sad or sorrow but at the same time be uplifting and courageous. The whole website is split 50/50 but has a fair ratio of the two which keeps the viewers emotions in line. The homepage is somber and direct while the “Truth Events” page is motivating. Long story short, the genre of this page varies with which tab you decide to travel to.