MONOTYPE

DEADLINE: 22 MARCH

Background

Words and typography are intrinsically linked

to, and form a crucial part of, our identity;

as individuals, as communities, as cultures.

As we witness a rise in the rhetoric

and practices of protectionism from global

governments, and as issues of immigration,

free movement, labour and displacement

dominate global news, dialogue and

understanding between cultures has never

been more vital. And through typography, you

have a unique opportunity to express culture,

local aesthetics, traditions, tastes, humour,

quirks, place, and people—in any language, on

any device, and with a clear voice.

The Challenge

Identify a culture, community or country that

you feel is misunderstood, misrepresented or

underrepresented. Create a typography-led

campaign with both physical and digital

elements to express your chosen culture or

community in a relevant way, and engage it

with the world. Use the power of type to

spark a conversation, evoke better cultural

understanding and celebrate diversity.

Typography embodies so much of our culture.

Much more than simply language, it bears

the marks of our geography, our industry, our

media, our politics and our society.

It becomes a vessel and a vehicle to express

our local and cultural practices and

meanings, our values, views, and even our

humour. One typeface can feel ‘British’ as

much as another can feel ‘German’,

‘American’ or ‘Chinese’... and that’s before

they’ve even been set to work, modified, or

recreated to say something.

The right typeface can operate in so many

roles in culture, from ambassador to agitator.

Who is it for?

Those interested in a dialogue and debate

between different cultures. Those that

believe the different ways we perform the

same tasks are the foundation of human

culture, and that communication (and so

typography) is at the very heart of that.

Also consider any specific groups your

campaign might need to engage, spark

dialogue with, or influence to make a

difference. What would you want them to

think / feel / do?

What to Consider

• Think about the unique qualities of your

chosen culture. And think about what

you could say, how you could say it,

and what you could say it with.

Involve other cultural elements to

create your communication, be they

materials, textures, graphics, marks...

• Consider the challenges to crosscultural

dialogue and where typography

and written communication could make

a difference.

• Think about how type could creatively

represent your culture, community, or

country, but remember: you’re not just

using type to distinguish, but to unite

through a better understanding.

• No stereotypes or clichés. That’s the

opposite of what this brief is all about.

Draw on experience, do your research,

get first-hand feedback... whatever you

do, make sure your solution is

thoughtful, authentic and true.

What’s Essential

A typography-led integrated graphic design

campaign including:

• At least one poster

• At least one digital element

• At least one other touchpoint

Your touchpoints could include: banners,

badges, moving image ads, newspaper ads,

website banners or other online promotions

– think about what’s relevant to your culture

and your objective, and what will get people

engaged. The more innovative the better.

Show how your output is relevant to your

culture alongside your execution.

Whatever applications you choose, use only

type as the major creative expression.

Your solution can be in any language, not just

English. However, any explanations must be

in English, and you should clearly indicate

any key features of your design, especially if

it uses a non-Latin writing system.

Being a serious political and emotional subject, the animation needed to be handled in the right why, whilst also making sure the message was delivered in an artistic engaging format. The minimal and sophisticated style of design was used to further enhance the message being delivered. Using the aid of shape and form, allowed the type to do the talking and the shape to do the walking.

This was my first concept animation design, however quickly scrapped.