B.A.

(Hons) Visual Communication

Module: Design for Society

Module Code: VC202-880-05 (20 credits)

Lecturer: Marta Kusztra Date: 08/06/2007 to 08/08/2007

Assignment 2: Happy Consumers ?

Brief: Using nothing more than typography create a design that “hijacks”
the space in one of the shopping malls in Shanghai. Your project
should comment on the culture of consumerism in China, but you
may choose to convey any message you like.

Your design should get in a dialogue with the commercial space in

which it is displayed – it should interact with the architecture (both
the interiors and exteriors), the city landscape (if you choose to work
in a large scale), the people passing by, the advertisement, the
products… You may choose to use the above elements as a context
and/or a medium for your design.

Your are expected to treat typography in an experimental way. You

should consider innovative methods in developing your design. The
design process shouldn’t simply rely on using a computer to print
type on piece of paper. Creating a new original font is also strongly
encouraged.

Your research and analysis should focus on the use of typography

in the context of social issues and experimental techniques that
could be applied to develop it.

The design can take any form you like. You will have to choose a
specific location (or locations) in Shanghai for your work, decide
who is the audience and in what context your project will be viewed.
The final presentation should display your work in the environment
for which it is designed.

Don’t be discouraged by technical obstacles! Even if illegal, the

similar campaigns sometimes have surprisingly large budgets and
professional production teams working on implementation. Just
imagine a group of designers sneaking into one of the Shanghai
department stores…

Learning Outcomes: [A3.] Understand the effectiveness of the use of typography,

illustration and photography in the context of society

[C3.] Prepare and produce sensitive, creative design solutions

that may consider cultural, economic and social context.
Work Required: Students must submit:
1. Sketchbook documenting research and concept development;
2. Project presentation book (it may take any form you like);
3. Project rationale (it should be included in the presentation
book)

Deadline: c/a September 14th 2007

Assessment Strategy: Documentation of Research (40%)

Design Rationale (20%)
Final Design Solution (40%)

Project Weighting This project is worth 25% (twenty-five percent) of the total
within the Module: Design For Society module mark.