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10 Project to research on (from brief)

  • Writer: Ahmad Ahseek
    Ahmad Ahseek
  • Sep 15, 2020
  • 5 min read

This Girl Can by FCB (Commercial & Discursive)



Its a commercial done for Sport England by FCB to help reducing the gender gap between active woman and active man. The campaign was to encourage woman to workout regardless of their body type and to help them overcome their insecurities.


I was intrigued by this ad, cause they used media to communicate to the women and encourage them in their daily activities as part of the campaign which is unusual. However, I think that perhaps using the data to track down the women who stopped working out might be a bit too much. Certain people don’t like it when such information is seen by others. They didn’t publish it nor reveal who wasn’t active anymore but the privacy can be questioned in this situation.


Experimental Jetset Whitney Graphic Identity (Commercial)



It's actually a new Identity designed for the relocation of the Whitney which is an art museum in New York.


They used thin lines because it suggest open and close flexibility along with ambiguousity. Furthermore, the "W" represent the result of an instruction like a direction or a musical notation.


They didn't keep the "W" fixed properly since it represent how the Whitney wasn't simple and moreover it also suggested a heartbeat like the life of the city and also a going back and forth like going back and forth into time.


They called it 'the responsive W' and they used it as a frame for texts and images. It was a redrawn version of the Neue Haas Grotesk typeface, which was used in Swiss Design. This is actually to show a relationship between old and new along as a relationship between America and Europe.


I really like how the design is very simple yet there’s so many insight that Experimental Jetset had behind it which relates back to the Whitney.

It gave me some idea on how to break down a very simple graphic, difficult for sure to obtain such insight at the beginning but it will certainly help in developing our minds as graphic designers.


Side by Side Tactile Typography (Commercial & Experimental)



To be honest, this project feels more like a fun project, with a message behind it but the message itself is about enjoying the act of designing. It is still interesting though how they approach it combining typography and even giving it a purpose as a mini golf course which relates back to the fact that it is a fun project made for the anniversary of their studio.


Moving Brands weare (Commercial & Experimental)



Moving Brands tried an different approach to fashion design whereby the clients can participate in the design by offering various pixelated black and white graphic that they will combine and use as graphic on the clothes they are designing.


However I think the concept is very under developed because they can only design the graphic and a black and white graphic in this case. At the end the interaction is very minimal and we might ask whether it is even working or not. During my research the side to deisgn the pixelated graphic was already closed down, I don’t think it worked that well on the long run, especially cause the clients will have to adapt to their interface to design the graphic but I think if further developed it could have lead to a better fashion design concept.


Amenesty International/ Walker It’s Not Happening Here, But It’s Happening Now (Responsible & Commercial & Discursive)



In this campaign, they used super-imposed images of the global issues such as child in the military, racial violence etc..


The aim was to bring the problem that was unseen to the people's eyes and make them realize and feel the need of helping them.


Candy Chang Before I Die (Discursive)



The Before I Die design came to her when she lost someone close to her. The aim was to remind us of death and help us generate a focus and give more values and attention to the ones or the goals that matters the most to us, since in this hectic age we tend to forget a lot of the important things.


The project also served as a data collecting method since the neighborhood participated. The interesting thing was that they used such a simple media to create this interaction with their audience.


After the Flood Government Digital Service (Commercial)



The project was to instruct people within the government, to explain the subject in a simple manner using story telling and metaphors. They said that they wanted to avoid infographic for this specific project and use some real object and avoid cgi while keeping a cheap budget.


Honestly I didn’t get it at first glance, I had to view it a few time, read through and then I understood it. I don’t know maybe it’s just cause I’m not familiar with the technology that I didn’t get the message from the beginning else their metaphoric ways of representing was a bit too much.


I do however like the approach since it’s new and the visuals are appealing. It feels like a good way of finding interesting unconventional ways to express our concepts.


Lucky Generals and Crispin Porter Rainbow Laces (Discursive & Commercial)



It's actually simply a pair of football shoes with rainbow laces to support the Gay football players, since the question was raised and there was some discussion about it during that time. It's yet another design that displays the pride of being gay and reduce the hostilities about the subject.


Christien Meindertsma Pig 05049 (Discursive)



It's a book that follows the dissemination of a the dear Piggy 05049 and learn how they use each of it's parts.


Might sound boring right? but actually the book surprises us by displaying ammunition, cigarettes, wine, soap among others.


The book is very simple, comprised with only images of the items and a brief description of which part was used in the item in question, nothing really triggering. The artist actually expresses that she wanted to raise awareness on the forgotten manufacturing process since it's so expanded nowadays and that in no way she wanted to create hostility with that book. The project actually took in total 3 years to track down these various usage of each of the pig's part.


Someone Big Eye (Commercial)



This is another rebranding of a company. They were a Graphic Design company that wanted to display the fact that they will provide you with interesting and truthful work. They looked for an artist to create a complex series of sculptures based on the fine muscles in the iris that expands and contracts. The design also displays their fascination to meet and get to know new clients.



Airey, D. (2017, October 20). BigEyes. Identity Designed. https://identitydesigned.com/bigeyes/

Amnesty International - it’s not happening here, but it’s happening now by walker Zürich for Amnesty International. (2016, March 21). Creativepool. https://creativepool.com/walkerzurich/projects/amnesty-international-its-not-happening-here-but-its-happening-now-for-amnesty-international

B. (2016, January 12). PLAY Typographic golf course. Behance. https://www.behance.net/gallery/32809841/PLAY-Typographic-golf-course

Candy Chang » Before I Die. (2012). Candy Chang. http://candychang.com/work/before-i-die-in-nola/

Chang, C. (2012). Before I die I want to ... TED Talks. https://www.ted.com/talks/candy_chang_before_i_die_i_want_to?language=en#t-147352

Experimental Jetset - Whitney Graphic Identity. (2013). Experimental Jetset. https://www.experimentaljetset.nl/archive/whitney-museum-identity

Fairs, M. (2011, October 12). Weare fashion label by Moving Brands. Dezeen. https://www.dezeen.com/2008/01/20/weare-fashion-label-by-moving-brands/

Fairs, M. (2016, November 18). PIG 05049 by Christien Meindertsma. Dezeen. https://www.dezeen.com/2009/08/29/pig-05049-by-christien-meindertsma/

FCB INFERNO | This Girl Can case study. (2014). FCB Inferno. https://www.fcbinferno.com/work/case-studies/this-girl-can-case-study/

Frearson, A. (2014, April 16). Whitney Graphic Identity by Experimental Jetset. Dezeen. https://www.dezeen.com/2013/05/21/whitney-graphic-identity-by-experimental-jetset/

GDS Platform Technology Film by After the flood for Government Digital Service. (2016, June 17). Creativepool. https://creativepool.com/afterthefloodco/projects/gds-platform-technology-film-for-government-digital-service

Holm, S. F. (2016, December 1). It’s not happening here, but it is happening now. Goodvertising -. https://goodvertising.site/its-not-happening-here-but-it-is-happening-now/

PIG 05049 — christienmeindertsma. (2008). Christien Meindertsma. https://christienmeindertsma.com/PIG-05049

S. (2010). Data powered branding. Someone in London. https://someoneinlondon.com/projects/data-powered-branding

Sport England: This Girl Can by FCB Inferno. (2020). The Drum. https://www.thedrum.com/creative-works/project/fcb-inferno-sport-england-girl-can


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