Tolerance Campaign

As the deadline for the Tolerance brief arrived, Kat and myself pushed our ideas to the limit these past few weeks. As our original idea of playing with typography didn't seem to work, we asked ourselves why and tried to come up with a solution without using type. Overall, we felt the typographic elements were not hard hitting enough for the audience to engage in the subject and understand the true meaning of tolerance. This meant we had to go back to our research and find a good meaning of tolerance and come up with an idea what sells the subject greatly. As every Monday was now a small presentation of our work to a small group, we started to use the count to ten idea and see what we could do with numbers. Our feedback was positive as we were told to push this idea as much as we can but most importantly, keep it as simple as possible.

Kat and myself felt this was a challenge in itself but we were motivated to crack the brief. As ideas came back and fourth between us, we suddenly developed an idea, which would then go on to our final outcome. We decided to focus on the number nine in the count to ten theories and make it the main subject matter throughout the campaign. Our first idea was queue jumping and then we used a clock type layout with the numbers from one to twelve showing but missing the nine. This seemed slightly confusing, as the numbers were not showing a consistency sequence as well as the other ideas we had.

We decided to scrap the idea of being late and focus on the ones which we could only use one to ten at its best ability’s. After a few crits with our tutors, we set a goal to keep our ideas simple and communicate them as clear as possible. As we applied the finishing touches, we were happy with the results. I myself was convinced we could not move on from our typography idea but I have learnt that pushing an idea to its fullest can lead to greater and more positive results.