The Festival of Urgent Reinventions
My Takeaway/
This project is an accomplishment I am monumentally proud of. It combines my passion for social justice with my expertise in design to create a powerful protest aesthetic and campaign that challenged the grueling times we find ourselves in. With touchpoints including web, in-situ wall takeovers, wristbands, and tote bags, I thoroughly enjoyed flexing my creative muscles in bringing F.O.U.R to life.
Furthermore, blending my creative vision with my commitment to advocacy resulted in a visually compelling and socially impactful campaign. The diverse range of touchpoints enabled me to explore various design mediums and expand my skill set, making the entire process both challenging and deeply rewarding.
Client: The Great Foundation
The COVID-19 pandemic made 2020 one of the most challenging years in modern history, yet it also highlighted the power of collective action. During this time, The Great Foundation, a New York-based NGO (Non-Governmental Organization), enlisted our assistance to ignite global change.
This led to the creation of The Festival Of Urgent Reinventions (F.O.U.R), a virtual event and incubator aimed at addressing critical systemic issues. The festival includes a variety of talks and workshops led by prominent change-makers, along with four actionable projects designed to tackle urgent global challenges.
Through a series of innovative prompts, we engaged brilliant minds to develop groundbreaking solutions, working towards a more resilient and better future.
Our branding serves as a powerful vehicle for our message. It embodies graphic provocation, rich in conceptual, material, and visual elements, demanding attention and interpretation. Every aspect, from color and typography to the interaction of images with the grid, is meticulously designed to create tension and emphasize the meaning behind the words. This deliberate approach ensures that our message resonates deeply and leaves a lasting impact.
At the core of our identity lies an intricate wheel device. Traditionally, the wheel is a symbol of something perfect and unchangeable, not worth reinventing. However, true to the spirit of F.O.U.R, we challenged this notion. We took the wheel, reinterpreting it as a symbol of radical transformation and innovation.
This new wheel embodies our commitment to breaking conventions and driving forward change. It represents our belief that even the most established ideas can be rethought and redesigned to better align with our vision of progress and revolution.
The website served as our main brand representation and a crucial element of the user journey, addressing three key stages: teasing, informing, and event navigation. It ensures clarity and easy exploration across the four briefs, allowing users to both browse widely and delve deeply into the content.
To stand out, the brand uses an activist-inspired visual style. A flexible grid creates organized chaos, drawing attention to key elements. Bold typography conveys strong, impactful messages that provoke thought and rally support. Vibrant colors are used to evoke a sense of optimism and forward momentum. This combination of design elements creates a dynamic and engaging visual identity that captures the spirit of activism and inspires action.
