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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 the individual jurors’ comments on the selection “Case Study: YBCA:You Campaign.” To view all 14 selected works, visit: aiga.org/justified-2013-selections/
Valerie Casey, founder and chief executive officer, Necessary Projects, San Francisco, CaliforniaWith the YCBA:You campaign, Volume has captured San Francisco to its core: rejuvenating, exciting and engaging. The campaign is visually rich, timely and broadly accessible, while also remaining incredibly personal. Weaving a delightful graphical narrative, this visual provocation has staying power. Kudos.
Jessica Hische, letterer and procrastiworker, Title Case, San Francisco, CaliforniaAs a San Franciscan, I’ve been able to discover this piece firsthand, in bits and pieces, across the city. I think the posters are absolutely delightful. When you see a number of them in the same location, it really brings the idea home.
Brad Johnson, VP, executive creative director, Second Story (now part of SapientNitro), Portland, OregonThere is something refreshingly conflicted about this campaign: the arresting imagery is at once attractive and repulsive, juxtaposing human likeness with art through a series of faceless portraits. The design jolts you, pulls you in, and makes you linger and wonder. It’s enchanting and enigmatic, and does a great job fueling curiosity about visiting the Yerba Buena Center for the Arts.
Clement Mok, design and business consultant, The Design Office of Clement Mok, San Francisco, CaliforniaInspirational. Strangely disturbing and provocative at the same time. I think it hits all the right notes for the audience they are trying to reach.
Josh Rubin, founder and editor in chief, Cool Hunting, New York, New YorkThis campaign is creative and well executed, though the most telltale sign of its success is the memorable imagery.
Christopher Simmons, principal and creative director, MINE™, San Francisco, CaliforniaWhen judging design competitions it’s not often that one has the privilege of experiencing the work in its original context. As a San Francisco resident, I see these campaign elements daily, and daily they reaffirm my faith in the artistic temperament of my city. The YBCA:You campaign is admirably resourceful, yet clearly uncompromised. Rather than showcasing the institution’s art or artists, it brings YBCA’s provocative artistic vision out of the rarefied milieu of the gallery and takes it to the streets. It is design as ethos, not simply communication. Although the designers cite a 15 percent increase in museum membership as a measure of the campaign’s effectiveness, I would argue that the more meaningful impact is its contribution to the visual landscape of San Francisco.
Alina Wheeler, author, Designing Brand Identity, Philadelphia, PennsylvaniaYBCA:You is a brash and brilliant in-your-face campaign that chooses to champion the people who come to see and experience the art. I was lucky to see some of this campaign while I was in San Francisco, and I was astonished how quickly the imagery rose above the clutter of the city and struck an emotional cord. Kudos to YBCA for providing ethnographic research to the design team and embracing the communal and social aspects of art.
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.
Each year a discerning group of jurors meets to review entries for
“Justified: AIGA Design Competition,” identifying submissions that will serve as an effective
tool to explain the role of designers in conceiving and implementing
Come Out Swinging is nonprofit whose mission is to be a leader in the fight against, and prevention of, the deadliest form of skin cancer—melanoma. Rodgers Townsend provided pro bono design services that led to increased financial contributions and recognition
within the local community.
Section: Why Design -
communication design, nonprofit, Design for Good, pro bono, 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
Building on the reputation and legacy of the worldʼs largest donkey and mule charity, The Allotment created a new identity and brand to communicate the charity’s core purpose—“care and devotion”—in an emotionally compelling way.
Section: Why Design -
advertising, illustration, branding, identity design, marketing, nonprofit, print design, typography, Design for Good, brochure, identity system, logos, print advertising, social responsibility, strategy
The Holiday Bus Drive
David La Cava
External Resources (cont.)
Bard Graduate Center Identity
Paris & 3 Glasses