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
By opening a retail space/design lab, Grant is making a direct connection with customers while also promoting sustainable design.
Section: Why Design -
branding, graphic design, metrics of effectiveness, sustainability, design educators, students
To increase participation and attendance, Figment, an annual art and cultural festival in New York City, needed a new brand identity that was both consistent and flexible enough to capture the event’s creative spirit. Enter design firm MSLK, which had a “thought” or two on how to do just that.
Section: Why Design -
branding, identity design, metrics of effectiveness, design educators, students
AIGA invites all designers and creatives to participate in a virtual Town Hall to solve social issues in our communities by developing tangible engagement tools and generating new, productive conversations.
Section: Tools and Resources -
design thinking, advocacy, social responsibility, Diversity and Inclusion
PS New York
Jacqueline Thy Doan
AIGA Design Legends Gala Program