I QUIT is a community and a support network that redefines quitting. It challenges societal norms and empowers people to make choices that align with their growth and well-being.

ADVISOR: MARK KINGSLEY
SVA MFAD
2025/05/05

VIEW DESIGN

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ORIGINALITY

I QUIT was born from a deep questioning of life's predetermined paths. Growing up in Beijing, I followed a structured and predictable trajectory: school, graduate studies, a future job, marriage, children—and eventually, death. However, during my time at SVA MFAD, I began to question whether this was truly the life I desired.

I realized that my confusion and fears stemmed from society's singular definition of success. There exists a standardized template for what constitutes a "good life," emphasizing material achievements and social status. This realization led me to ponder: Should I quit? If so, what exactly would I be quitting—a degree, or a mindset?

These questions propelled me into a deeper exploration of the concept of quitting, culminating in the creation of my venture: I QUIT.

RESEARCH
& ANALAYSIS

Across survey data, interviews, and media reports, one truth becomes clear: people are emotionally exhausted. From Gallup’s 2023 report showing that 67% of people globally are not satisfied with their current life, to the 50% of U.S. workers who say they’re discontent with their jobs, the dissatisfaction is not rare—it’s systemic. But while the numbers are loud, the individuals behind them often remain silent. As one New Yorker in the Civic Analytics survey put it, they feel “stuck in the city but can’t afford to leave.”

These feelings aren’t random. We’ve been conditioned to pursue a narrow definition of success—what sociologist Eva Illouz calls “emotional capitalism,” where personal worth is tied to productivity, stability, and social status. We’re told that quitting is failure, when in fact, many people are simply trying to escape roles that no longer fit. The concept of “quiet quitting” isn’t laziness—it’s survival.

If we listen to what people are really saying—“I want to quit, but what else is there for me?”—it’s clear that behind the silence lies fear: fear of disappointing others, of losing status, of stepping into the unknown. I QUIT was created to confront this silence, to give space to these voices, and to offer a redefinition: quitting as a conscious, courageous choice. It’s not about giving up—it’s about breaking free.

drag us

drag us

MOODBOARD

From past cultural and historical movements, we can trace the spirit of “quitting” not as weakness, but as resistance, redirection, and redefinition.

I QUIT draws from the ethos of 1960s counterculture—particularly the Hippie philosophy of “dropping out”—which rejected societal norms in pursuit of authenticity and self-determination. Visually and ideologically, I QUIT is also influenced by détournement, a radical strategy of hijacking and subverting mainstream messages. Just as activists once turned advertisements into acts of critique, I QUIT reinterprets familiar corporate slogans—like transforming Nike’s “Just do it” into “Just quit it”—to challenge dominant narratives around success, productivity, and identity.

The visual language of I QUIT references punk aesthetics, culture jamming, DIY protest posters, and anti-work graffiti like NYC’s 42nd Street subway poems. Through bold typography, high contrast visuals, and collaged messaging, the campaign creates an intentionally disruptive presence. It isn’t just a design—it’s a visual intervention. A cultural counter-action.

I QUIT positions quitting not as failure, but as an act of self-awareness and resistance—one that pushes back against the systems that define our lives for us.

DO YOU HEAR US

Our cries are quiet
Our cries are loud
We quit in a whisper
And we quit out proud

We breathe when we quit
We quit so we can breathe

WE QUIT TO MAKE THINGS WHOLE

SLOGAN

The slogan “I QUIT to make things whole” originates from Mark Strand’s poem Keeping Things Whole, which captures the quiet, reflective spirit at the core of the I QUIT campaign. In the poem, the speaker describes themselves not as a presence, but as an absence—someone who disrupts space merely by existing. Yet, they move “to keep things whole.” This paradox mirrors the act of quitting: stepping away from something not as a sign of failure, but as a conscious move toward restoration and integrity. I believe this poem encapsulates the emotional and philosophical foundation of I QUIT. Its tone—gentle but resolute, introspective yet transformative—guides the way we frame quitting: not as giving up, but as reclaiming wholeness.

COSTUMER JOURNEY

The customer journey for I QUIT begins by raising awareness through public posters, stickers, social media content, and pop-up installations that spark curiosity and self-reflection. As users consider the message, they encounter relatable content—personal stories, redefined quitting terms, and thought-provoking posts—encouraging deeper engagement. This leads to acquisition and interaction through a dual path: solution exploration via a self-test and tips, and participation through community channels and story sharing. Retention is nurtured with ongoing support, storytelling platforms, and emotional resonance, transforming casual visitors into active contributors. The journey culminates in advocacy, where users promote the message by sharing stickers, attending events, or reposting content. Through every stage, I QUIT reframes quitting not as failure, but as a conscious, valid step toward personal wholeness.

MARKETING STRATEGY

At the heart of I QUIT’s marketing strategy is a strong focus on community-driven storytelling and digital visibility.

The official Instagram account, @iquit_today, is already live and serves as a hub for spreading emotionally resonant content—memes, personal stories, and quotes tagged with #iquit_today and #quit_to_be_whole. These posts aim to normalize and reframe quitting as a thoughtful, empowering act. To expand reach, I QUIT will collaborate with aligned micro-influencers and cause-based advocates. Guerrilla tactics like posters, détournement-style slogans, and stickers in cyber spaces will reinforce the message offline and drive viewers back online.

In the acquisition phase, an interactive “I QUIT Test” invites users to reflect on what they might need to let go of, deepening personal connection to the campaign. Community-building continues through open calls and Discord forums. For retention, I QUIT will host recurring social media events—like a public invitation to post photos capturing the moment they “quit” something. Users can tag or mention @iquit_today, and their content may be reshared, creating a cycle of engagement and peer validation. Over time, this strategy turns participants into advocates, as they share stories, place stickers, and support the movement’s message that quitting—done consciously—is not failure, but agency.

BUSINESS STRATEGY

I QUIT actively seeks partnerships with organizations and initiatives that share similar values—those questioning societal norms, advocating for personal agency, or promoting cultural change. Our collaboration strategy centers on editorial content partnerships, where we co-create and share visual, written, and story-based materials to support aligned missions.

These collaborations are not commercial in nature. Instead, I QUIT provides content support to amplify the voices of like-minded communities. Through these partnerships, we aim to foster dialogue, expand cultural reach, and reinforce the belief that quitting—when intentional—is an act of strength and awareness, not failure.

VENTURE PRESENTATION 2025

VIEW DESIGN

Generated by Open AI

CONCLUSION

Based on my research into the cultural and emotional history of quitting—and inspired by Mark Strand’s poem “I move to keep things whole”—I created I QUIT.

This project grew from both reflection and strategy, combining storytelling, design thinking, and marketing decisions to visualize a message and share it widely.
I QUIT isn’t built for profit; it’s an entrepreneurial idea designed to spread a concept, to start conversations, and to shift perspectives. It carries the spirit of questioning— of challenging what's accepted, of rethinking what we continue to hold onto.

At its core, I QUIT is more than just a community. It’s a movement, a cultural presence, and a quiet form of social action. When people begin to demand something better for themselves, change doesn’t just happen—it gathers momentum. And through that, something more honest—and whole—can begin.

THANK YOU

ADVISOR: MARK KINGSLEY
SVA MFAD
FAMILY & FRIENDS
MY CAT MISU
EVERYONE WHO MADE THIS HAPPENED

REFERENCE

Gallup. State of the Global Workplace 2023 Report. Gallup, 2023, www.gallup.com/workplace/349484/state-of-the-global-workplace.aspx.

Gallup. Global Emotions Report 2023. Gallup, 2023, www.gallup.com/analytics/356051/gallup-global-emotions-report.aspx.

Liao, Jiangqun, and Lei Wang. “The Structure of the Chinese Material Value Scale: An Eastern Cultural View.” Frontiers in psychology vol. 8 1852. 27 Oct. 2017, doi:10.3389/fpsyg.2017.01852

Milligan, Paul. “How ‘Quiet Quitting’ Became the Next Phase of the Great Resignation.” Time, 5 Oct. 2022, time.com/6216406/quiet-quitting-great-resignation/.

New York Post. “Gen Z Is Suffering a Midlife Crisis in Their 20s.” New York Post, 6 Mar. 2024, nypost.com/2024/03/06/gen-z-midlife-crisis-overspending-stress-study/.

News.com.au. “Staff Getting Revenge with New Quitting Act.” News.com.au, 2023, www.news.com.au/finance/work/workplace-revenge-quitting-trend/news-story/.

Pew Research Center. Meaning and Morality Survey. Pew Research Center, 2022, www.pewresearch.org/religion/2022/11/17/religion-and-the-meaning-of-life-in-the-u-s/.

Petersen, Anne Helen. How Millennials Became the Burnout Generation. BuzzFeed News, 5 Jan. 2019, www. buzzfeed news.com/article/ annehelenpetersen/millennials-burnout-generation-debt-work.

https://artillerymag.com/the-struggle-continues-atelier-populaire-and-the-posters-of-the-paris-68-uprising/

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