Meet the Middle
Brief
The brief of the project was to find something that worries us and find the best way to communicate said worry. Creating a brand that helps protesters communicate better, making sure the receptor receives the message properly.
Proposal
After realising most protests are for either side of the conflict, pro or con, but almost never for those. who aren't on either side, I decided to create a brand that gives a voice to those people who are hidden in the middle.
Concepts
The goals of the brand are firstly, realising the middle crowd is missing and what happens when the middle disappears; and then allowing the middle crowd to be seen and heard. Each of the brand's goals is applied with the use of subtle but powerful graphic resources.
The brand also has its own custom typeface, a version of Fixture by Sudtipos foundry.
Protesters can personalise their own banners with their own text to protest anything and in any language.
Communication Campaign
With the campaign message "What if the middle was missing", the communication campaign takes out the middle, and most important part of some of the most iconic images.
