2022
Figma, Photoshop
DAE Graduation Show
A series of three visual identities for Dutch Design Week, based on an Amsterdam-based design agency.
Graduation Show is an annual curated exhibition held during Dutch Design Week, consisting of Bachelor and Master multimedia student projects from the Design Academy Eindhoven. We designed 3 separate identities to promote this event, utilizing and adapting design qualities of the Amsterdam-based design studio, Experimental Jetset.
This project is an accumulation of our design studies of Amsterdam-based design studio, Experimental Jetset, where the team identified certain design qualities in their work (shown below), e.g. layering elements, dimensional planes, and playing with type. With these qualities in mind, we mixed them with elements from Ellen Lupton's Graphic Design: The New Basics, such as: layering with transparency and rhythm.
We wanted to break away from Experimental Jetset's heavy preference for using Helvetica, so I chose to use Untitled Sans and Söhne Mono from Klim Type Foundry, as we were recommended to find a sans serif and monospaced pairing.
There can be a lot more to choosing typefaces based on visuals, and I picked Untitled Sans because of its appearance of “not being designed by anyone in particular", as described by the type foundry. This was a quality that I liked because I did not want the typeface to be distracting when the focus should be on the students' work. I paired this typeface with Söhne Mono as it shared this low contrast, non-distracting weight to each of its letters while providing more character with serifs on the i's and r's.
