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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.
By now there must be few
people who are unaware of the recent uproar surrounding the University of
California’s rebranding effort. Seldom does
the media take such an active interest in design, so it was disheartening that they got their reporting so very wrong. The outcome
of that misreporting—fueled by an online petition and fanned by our very own
design community—has set back the course of design and cheated the university out of a progressive new identity.
Section: Why Design
You don’t have to go far to hear the bitter story of a designer getting denied payment. Protect yourself by following the 10 things creatives need to know about statements of work.
Section: Inspiration -
compensation, advice, finances, contracts, legal issues
What does it take to rebrand a household name like Martha Stewart? Doyle reveals his handcrafted solution.
Section: Why Design -
branding, identity design, design educators, students
A community-sourced exhibition at the El Paso Museum of History
empowers community members to tell the story of their neighborhoods, in their
own words and with their own images and objects.
Section: Inspiration -
Competition, Design for Good, Justified, exhibition design, experience design, ux design, culture, diversity, education, social issues
Peter de Sibour
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