WAYF | BREW YOUR CULTURE
WHERE ARE YOU FROM
BRIEF | D&AD
Set by Monotype: Language is often strongly engrained in the nature of a community from the language we speak to how and where we communicate. How could this translate across to typography becoming an identifier for community as well?
IDEA / DELIVERABLES
1. create a typeface that represents the community
2. use typeface to create a platform that helps the community
3. introduce the platform
COMMUNITY: THIRD CULTURE KIDS
Third Culture Kids are people who grew up in multiple countries and exposed to different cultures. (e.g. Ex-pat kids, Missionary kids)
WAYF TYPEFACE | SIGNIFICANCE
The 'Where Are You From' (WAYF) typeface symbolises TCK’s unique multicultural identity. It is created by mixing characters from different languages. Some parts of the characters are traced by lines to form alphabets. As such, their original forms are kept visible but faded. This reflects the TCK's experience of having to constantly adapt to different cultures. Though it dilutes their association with their home culture, their lifestyle makes them a unique and multi-cultural individual. The typeface is quirky and fun.
2. WAYF WEBSITE
WAYF (Where Are You From) is a community and an online social platform that connects teenage TCKs from around the world, predominantly14-19 year-olds. It allows them to meet, socialise and share experiences with each other.
WAYF operates on a federation model, where local WAYF communities in different cities across the globe are connected though our website.
PURPOSE: As TCKs live in multiple countries for extended periods, they may lack the sense of belonging, be confused about their identity and struggle to relate to others on a deeper level. WAYF community aims to help teenage TCKs to embrace their unique identity and feel safe and connected amidst the whirlwind of changes.
DESIGN APPROACH: The website uses the WAYF typeface and vibrant colours to represent the community's unique identity and dynamism, and reflect its fun and adventurous spirit. The tone of voice is friendly and encouraging.
WEB FEATURE
"Me" page:
Community activities are conducted regularly to foster camaraderie amongst members. TCKs can climb the ranks by participating in the activities. Rank titles (Global Nomad, Global Citizen, Global Ambassador) will be given to members when they reach the target number of participated activities. They will be informed of the activity schedules online.
WEB FEATURE
"Me" page:
TCKs can add friends, check who's online and chat with them using the chatbox. Unlike other social platforms, their WAYF online profiles indicate their birthplace, current location and countries they have lived in. They can also blog about their experiences.
Each country/interest registered on the profile page also functions as a hashtag button. Clicking it shows you other contents/profiles on the website that include that country/interest.
This helps TCKs to celebrate their unique mixture of cultures and connect with people who have been through similar experiences or are interested in the same topics.
WEB FEATURE
"Connect" page:
Read the latest feeds from friends:
+ Blog posts by friends will be featured on this page
+ Classification tags as buttons for easy search
WEB FEATURE
"Connect" page:
Meet new TCK friends:
+ Connect: chat and add new friends
+ The webpage recommends people based on selected criteria (e.g. Most Similarities)
+ Allows search
+ Shows how many people online and how many are in your city
3. INTRODUCING WEBSITE AND COMMUNITY TO THE TCKs
The Ministry of Manpower and WAYF will hold a workshop for ex-pat parents to help their families assimilate into the new environment. The workshop will introduce the website and the collaterals distributed. Collaterals include brochures, luggage tags, goodie bags and water bottles.
Most Third Culture Kids (TCKs) have a strong relationship with their parents because they are usually the only constant source of support and comfort. Thus, to effectively reach these kids, parents should be involved.
