Submerge - Design Exhibition Event

The concept behind the brand revolves around the idea that Design is still an area in which our society has struggled to recognize the real value. Due to this reason, designers still go through the unfortunate process of trying to prove their purpose and how that comes with a price, which most people are simply not willing to afford. The main objective that will hopefully come across, for the Grad Showcase 2022, is to have a space where we can start to question how we view certain jobs as well as their worth, and most importantly, how Design fits into that bracket. Make people question but also understand. For outsiders to recognize and for insiders to appreciate.

“Let’s shead light into the world of Design” - will be considered the main attempt for this year’s showcase.

If you want more in-depth information, here is the Brand Guidebook.

Branding / Visual Identity

Design Event

Illustration

In terms of how it will be visually represented, it’ll be through a metaphor of the sea. It has been said that even today, us humans still only know about 6% of the underwater life, and that is used to put in perspective how much we have left to learn. The sea throughout history has also been described as a place of fear due to unknown aspects of it. Combining this information and using the sea as the theme, the design identity was developed.

The sea will work as a metaphor in which the ‘unknown’ will be Design and selected sea creatures will represent designers. The sea creatures that were chosen respected 2 important parameters, one being that they’re not commonly known and the other, because they inherit very interesting characteristics, that can be linked to designers as well. This last idea was inspired by the a portuguese book “Saint Anthony preaches to the fish”, where the author analyses traits (both positive and negative) of some fresh water fish and compares them to humans, although through religious undertones.

“Submerge” as the keyword or title for the entire showcase serves as an extension of the theme. I thought it would fit perfectly, because while it carried strength on its own, if we expand on the word, it can also mean to dive-in, to surrender. It ties in with the attitude of getting to know more and demystifying the ‘scary’. In the end, the brand’s core value is to create an opportunity for reflection and understanding.