Bailey McNerlin
He/Him
After all this time at university, I still don’t know what kind of designer I am. However, I do know that I love solving creative problems with outlandish solutions—wherever they take me.
Don’t be boring!
He/Him
Redefining subcultures, How to Join a Cult taps into Gen Z’s desire for belonging and validation in today’s world. The project reinvents the Depop experience with new features that make it easier for users to connect and engage.
This project was a D&AD competition brief set by Depop with the ambition to reignite the hype around Depop with a bold, community-powered campaign that gets 18–34-year-olds talking—and remind them Depop is the most exciting place for secondhand style.
By matching you to a ‘cult’ based on your user data, the campaign bridges the digital and real worlds, inviting you to grow within a community through curated events blending fashion, music, and art. More than just an app update, How to Join a Cult transforms Depop into a space where meaningful connections flourish, helping you find your people and a true sense of belonging.
A crypto trading game that teaches financial literacy, scam awareness, and chart analysis, driven by a Yes-or-No swipe mechanic to navigate you through the Sphere.
Rule the market. Resist the noise. Or get rugged.
This project was developed in response to the Conran Design Group brief, tackling the urgent need for improved financial education amongst young people. Branded and designed specifically for teenage boys, the product addresses the rise of the Manosphere and its’ influence on crypto-bro culture. By using a targeted visual language to attract the audience, the game aims to educate players on financial literacy, scam awareness and how to recognise and resist the toxic narratives shaping online masculinity.
A campaign to raise awareness of the high levels of Air Pollution in the UK. First introduced to Parliament in 2022, Ella’s Law – Clean Air (Human Rights) Bill calls for the Government to take effective action to improve air quality, making it a safe level for all.
The ‘Hashtag-Unfair‘ campaign allows members of the public to see the pollution in AR, triggered by scanning billboards hidden in highly polluted cities across the UK. The experience concludes with a call to action, inviting users to access the website to sign the petition and see real change happen.
With 1 in 4 young people describing their mental health as either bad or the worst it’s ever been, Solace aims to aid the people most affected by poor mental health providing an alternative learning experience, encouraging the practice of mindfulness and emotional reflection.
Designed to look like just another weather app, Solace is your new emotional wellness companion, able to chart changes in your mood with the Emoti-cast feature and provide user-specific recommendations to help you through your day. Feeling overwhelmed? Solace invites you to step away from the noise. Based on your emotional patterns, Solace AI recommends mindfulness podcasts tailored to your state of mind, guiding you through an Oasis, a calming space shaped by your own imagination.
Take a breath. Step in. And listen.
