D&AD NEW BLOOD AWARDS 2025: SAME IDEOLOGY, DIFFERENT FONT
My final major project at university was a self chosen competition brief for D&AD New Blood Award 2025. The brief I chose was set by Monotype in collaboration with Pentagram, the focus of the brief was to reimagine the role of typography and create a campaign that actively partakes in the conversations within the theme of tension between freedom and law & order.
“Same Ideology, Different Font' is a typography-led animation visualising the current political crisis by tackling the subjects of freedom, or more so, the lack of freedom that is a result of law and order, as part of the Monotype brief. The typefaces used, work as a driving metaphor of two different countries - America and Germany, and with the ways it is presented, these typefaces compare our political state to a corrupted one, emphasising the strong message all throughout, to allow the audience to understand it on their own.
