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Exhibition Branding, Catalogue, Promotion and Signage.

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  • "Ninety-five percent of the world's designers focus all of their efforts on developing products and services exclusively for the richest ten percent of the world's customers. Nothing less than a revolution in design is needed to reach the other ninety percent."  - Paul Polak

    Design For the Other 90% is an exhibition curated to present design solutions to address many of the world's most basic and pressing human problems. Often low-cost, simple, and created from available resources, the projects in the exhibition do not strive for aesthetic acceptance. The installation was staged outdoors in the Museum's garden. Tsang Seymour created a signage system that served the dual purpose of providing didactic information as well as a visual wayfinding path, marking edges, turns, and a sequence for the visitors.

    The exhibition identity was inspired by the bold, utilitarian typography of [supermarket window signs and advertising fliers] and intended to signal a blunt, direct simplicity of message. The exhibition catalogue expanded the visual language with simply coded sections, easy to read keys, and a highly templated page grid as a system for displaying the projects and data. The design considered cost-effective printing and binding as part of its criteria as well as the desire to have a finished book that has the appearance and tactility of economy and usefulness.
  • The large title sign draws the visitor to the installation and marks a "beginning" point for viewing the exhibition.
  • UV inks printed on organic cotton duck stretched on simple frames and mounted to 4 x 4 [timbers] set in poured footings were weatherproof, used stock materials, and were durable and easy to install.
  • Contextual images and statistics helped visitors to understand the impact of the featured solutions on the lives of the people that they were created to serve.
  • The signature image of a woman drinking through a filtered straw that was used on the exhibition catalogue as well as for advertising and promotions was selected because it so simply communicated a most basic need for clean drinking water.