Tug Of Truth

D&AD New Blood Awards

The brief (set by Monotype in collaboration with Pentagram): Reimagine the role of typography in the tension between freedom and law & order. Choose a cause or idea that grapples with this tension and create a campaign that puts typography at the core.

Strategy, Concept, Art Direction, Copy writing & Graphic design: Katarina Delin, Alma Sköld & Elina Mannström.

PROBLEM

We live in a media-driven society with a constant flow of information, where polarization is increasing globally.
Fake news and propaganda are influencing elections and political decisions, making us question what’s true and what’s not.

INSIGHT

Alternative truths and fake news are a threat to our democracy.
Truth is no longer absolute, it is shaped and distorted depending on which perspective wins the tug of war.

SOLUTION

A campaign for a dynamic typographic cube that shifts and distorts, visualising the ongoing tug of truth.

Through motion, interaction and distortion, the campaign is a tool for highlighting and creating awareness on how media structures are constantly shaping our understanding.

The cube symbolises how the truth can be distorted and changed depending on who’s controlling the information; a constant shifting information instrument where every turn reveals a new version of the truth.

Usually known as a symbol of logic and solutions, the cube is now a tool for manipulation, symbolising a fractured reality constantly re-arranged by those in control. It marks the beginning of a movement that puts democracy at the top of the agenda, in a world where truth is dead.

To enhance the campaign, we used provocative copy writing that makes the audience stop, question and reflect.