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In 2013, for “Justified: AIGA Design Competition,” a distinguished jury chaired by Clement Mok selected 14 case studies that each serve as an effective tool to explain the role of designers in conceiving and implementing solutions.
The following are individual jurors’ comments on the selection “Case Study: Nothing.” To view all 14 selected works, visit: aiga.org/justified-2013-selections/
Valerie Casey, founder and chief executive officer, Necessary Projects, San Francisco, CaliforniaThe Nothing campaign thoughtfully accesses its audience in an appropriate and appealing way. There’s a fine line with this type of call to action—how to engage people without being overly sentimental, clever or pedantic. The campaign is pure in its message. It provides simplicity and drama, all wrapped up in a creative provocation that relies on an unexpected twist to capture attention. The design team was able to execute the Nothing campaign across multiple points of engagement without incurring fatigue around the central message. Its extensibility, through licensing to other states, was another compelling data point that the jury considered as we weighed the campaign’s merits with its sustainability as a platform. Nothing is a great role model.
Jessica Hische, letterer and procrastiworker, Title Case, San Francisco, CaliforniaGreat project, great visuals, great writing! I love the Nothing submission; it’s just so smart.
Brad Johnson, VP, executive creative director, Second Story (now part of SapientNitro), Portland, OregonThis is a very smart, inventive way to catalyze action around an important problem. Through the use of real physical props—empty cans in a grocery store context—the reality of hunger is made more immediate and actionable to those who might help address the problem. Great concept.
Clement Mok, design and business consultant, The Design Office of Clement Mok, San Francisco, CaliforniaGame changer. Moved the needle. Inspirational. Simple, elegant and smart. A strong concept carried and executed with integrity and resolve.
Josh Rubin, founder and editor in chief, Cool Hunting, New York, New YorkThis campaign has the sophistication and engagement typically executed by big brands with big budgets. It grabs the viewer before they realize what it’s about and educates them before they realize what’s happened. In this case, it’s for the greater good.
Christopher Simmons, principal and creative director, MINE™, San Francisco, CaliforniaHonestly, I have mixed feelings about this project. I admire the clever and provocative concept, but have difficulty appreciating the execution. The visual language intentionally (and successfully) mimics that of “traditional” food packaging and advertising, but it so faithfully apes that bland and uninspiring language that I have a difficult time connecting with the parody. On the other hand, it did increase food donations and generated considerable media exposure, the positive results of which are difficult to measure but probably benefit the client over the long-term.
AIGA’s “Justified” competition recognizes case studies that demonstrate the value of design in a clear, compelling and accessible way. The 2013 “Justified” competition honors 14 exemplary case studies that successfully demonstrate the value of design.
Section: Events and Competitions -
“Eclectic” and “diverse” are perhaps the best words to describe this year’s submissions to “Justified: AIGA Design Competition.” Examining clarity of concept, quality of execution and ability to engage and inspire, the jury selected 14 works from nearly 300 submissions.
In 2013, a discerning group of jurors chaired by Clement Mok met to review entries for “Justified: AIGA Design Competition,” identifying submissions that serve as an effective tool to explain the role of designers in conceiving and implementing solutions.
Designing an interdisciplinary exhibit on climate change demanded a strategic blend of media and a complex synthesis of public policy,
documentary journalism and the earth sciences.
Section: Why Design -
data visualization, exhibition design, interaction design, user experience, Competition, Design for Good, social issues, social responsibility
Students seem to be always stressed out. Tight deadlines, poor time management, balancing school and life, taking too much on. As an educator, I may be on the other side of the fence, but I can totally relate.
Section: Tools and Resources
This social media campaign focused exclusively on motivating young voters with content that encouraged them to take action in the 60 days leading up voter referendums on marriage equality in Maine, Maryland, Minnesota and Washington.
Section: Why Design -
branding, editorial design, identity design, interaction design, web design, digital media, Design for Good, real-time experience, viral campaign, content strategy, diversity, social issues, strategy, social media
An inside look at the strategy and challenges of designing a monumental exhibition of 651 quilts.
Section: Why Design -
exhibition design, Competition
Logoworks by HP
External Resources (cont.)
Slice of Summer
Boom Boom Pow