Curséd Costumes with Hewie & Bones
Client: Tumblr
Industry: Editorial Design & Community Engagement
Role: Art Direction, Graphic Design, Illustration
Date: 2023
Curséd Costumes with Hewie & Bones was a seasonal editorial and social campaign concept that celebrated Tumblr’s unique take on Halloween—chaotic, nostalgic, and full of fandom-fueled creativity. The project spotlighted a curated list of delightfully cursed costume prompts inspired by Tumblr culture and internet absurdity. It was specifically designed to captivate the attention of the vibrant community of artists and creators who call Tumblr their virtual home. By providing them with the incredible opportunity to unleash their artistic talents, the campaign allowed participants to design their very own characters using the unique templates shared on art.tumblr.com.
process
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process ⬩
As Art Director and Designer, I developed the entire campaign from the ground up—including concepting, illustration, and layout design. I worked closely with editorial and community teams to ensure the tone matched Tumblr’s irreverent brand voice, while still delivering something visually cohesive and crafted.
The chosen color palette (iterated from the Tumblr brand colors) and typefaces work together to amplify the visual energy of Halloween, drawing from the bold contrasts and saturated tones found in costumes and themed décor. The goal is to evoke a sense of playful transformation and theatricality, reinforcing the expressive, costume-driven nature of the campaign.
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results
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results ⬩
The Curséd Costumes with Hewie & Bones campaign quickly gained traction among users who embraced its offbeat tone. It saw high rates of reblogs and community interaction, with users adding their own cursed ideas in the tags or remixing the visuals into new content. The project helped increase engagement across editorial surfaces and reinforced Tumblr’s role as a creative-first platform that embraces weird, hyper-specific internet culture.
Using these simply designed and user-friendly templates, users were able to unleash their creativity and showcase their artistic prowess by effortlessly designing unique and captivating characters. With a new theme prompt shared every day, they were inspired to explore various styles and genres, creating truly remarkable creations to be shared online. The power of these templates fostered a sense of community and camaraderie among users who eagerly shared their masterpieces and exchanged feedback, continuously igniting a spark of inspiration for everyone involved.
