Final Major Project

University Summer Term

Final Major Project Brief
Hand in: 26th May 2017

Inspired by and based on the D&AD New Blood Awards 2017

Brief originally set by:
Monotype

Edited by:
Hibah Hoque

In collaboration with:
Craig Oldham, The Office of Craig Oldham

“Monotype challenges you to embody and express the importance of cultural diversity through a typography-led solution or campaign.”

Related Disciplines:
Graphic Communications
Use of Typography
Crafts for Design
Integrated Campaigns

dandad.org/new-blood-awards
@DandADNewBlood
#NewBloodAwards

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, and marks…

• Consider the challenges to cross cultural 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 – online platform

Your touch points 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.

Aims and objectives:

“The hijab has become a flag of Islam.”
“Throughout time, the headscarf has evolved to symbolize autonomy and control over Muslim women’s bodies. An empowering rejection of the male gaze, colonialism, and anti-Muslim sentiment, it can just as easily be twisted into a disempowering tool of subjugation and repression through its forced imposition.”

“Islam gives equality to men and women, and that includes privacy. Since it is impossible to tell it a man has had sex before, then women should be able to have that privacy as well.”

The aim of my campaign is to reduce the judgement that Muslim women receive if they wear a scarf on their heads. To create a platform that moves away from oppression and focuses on the ‘real lives’ and ‘real problems’ of Muslim women.

The monotype brief requires a campaign to be created using text only, which enable text based work to allow onlookers to see that words and visual imagery are very important in affecting how people are seen. The acts of insulting, arguing and calling out people are stemmed from the unrealistic imagery shown to us online and through the media.

A lot of social media platforms have allowed Muslim women in particular to speak up regarding oppression and given them the ability to show that they’re just regular people too. However, aside from the small percent of women who have spoken up many are able to share the work of others or read it themselves but still don’t have the strength or courage to speak up – not just about issues as a hijabi but issues that come with growing up and going through changes in life. Muslim boys are never judged according to their outward actions, whether they’re more or less religious than a girl wearing hijab. The inequality when it comes to judgement on a person who’s sinning differently to you is huge in the Muslim community.

Islam is a religion of teaching and constantly learning how to improve you as a human being. To learn to be peaceful in a chaotic and ever changing society, but how can you improve yourself if you’re unable to speak up and discuss important issues without being judged?

References:

1. Muslim Girl: A Coming of Age Hardcover use pre formatted date that complies with legal requirement from media matrix by Amani Al-Khatahtbeh
2. Does My Head Look Big In This? By Randa Abdel-Fattah
3. Sofia Khan is Not Obliged: A heartwarming romantic comedy by Ayisha Malik
4. Generation M: Young Muslims Changing the World by Shelina Janmohamed
5. https://www.theguardian.com/world/2016/sep/03/meet-generation-m-theyoung-affluent-muslims-changing-the-world
6. http://www.muslimahmediawatch.org
7. The Good Immigrant by Nikesh Shukla
8. http://muslimgirl.com
9. http://www.telegraph.co.uk/fashion/people/never-knew-woman-wearing-hijabcould-model-halima-aden-bringing/
10. So You Think You Know Muslim Women? Campaigning Against Stereotypes in the Netherlands https://www.opensocietyfoundations.org/voices/so-youthink-you-know-muslim-women-campaigning-against-stereotypes-netherlands
11. http://muslimgirl.com/38593/yeezy-season-5-debuts-refugee-hijabi-model/

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