D&AD 2016 Monotype Brief
School Project
Well... the brief for this project wasn't drafted by our lecturers, in fact, it was the D&AD 2016 Monotype brief which all of my cohort-mates attempted. The brief called for us to firstly, base the project on something we were passionate about, an issue that required the public's attention, a cause worth fighting for. After which, we'd have to produce a series of posters, a digital aspect and one other touch point, creating a mini campaign of sorts to promote or drive our cause.
Concept
For my monotype project, I chose to tackle the topic of overburdened children, a problem that plagues our youth of today. Parents often overwhelm their child with enrichments, art or music lessons, tuition and many more to the point that many find it hard to cope, some even choosing to end their own lives.
(I chose this topic because it's one that's close to my heart, one I can speak from personal experience... Maybe it's a rather first-worldish issue but it's something that's really silently consuming children of today. Parents definitely want the best for their children, but it's important that they understand there needs to be balance.)
With the focus being on children, I created my own typeface called “child squiggles”, a font that was meant to mimick that of a child’s writing, using it as the main typeface throughout the series of posters and other deliverables.
Posters
The posters were created with familiar sheets of paper that every student would have most certainly used or written upon some time in their lives.
The text was then manipulated according to the use of the paper to speak from the perspective of an overburdened child, tired of all these unnecessary courses or expectations.
Website (Digital Aspect)
The website on the other hand, was created to be more satirical. I based it upon tuition center websites but replaced the information with extreme and provoking text, in hopes of making parents question how ridiculous they could be while signing their kids up for various unnecessary courses or lessons. Images were also selected to contrast the usual "happy" child pictures used in the promotion of actual tuition centres.
Touchpoint
As for the physical touch point, I decided to craft a bundle of monthly checklists for parents, comprising of a list of statements that would require them to evaluate themselves at the end of every month. The checklist is meant to ultimately improve the relationships between children and their parents by making parents more aware of the importance of maintaining one.
