Prada Spring/Summer 2018 Women’s Fashion Show
Company Prada
Introduction Date September 21, 2017
Project Website
Why is this project worthy of an award?
Prada uses fashion as a vehicle to explore the dialogue between culture, identity, and the built environment. For the Spring/Summer 2018 Womenswear show, 2x4 collaborated with Prada to celebrate female empowerment. Responding to the cultural moment, our showspace explored a series of dualities: high and low visual culture, two- and three-dimensional, masculine and feminine. For the show, 2x4 created a total, immersive environment from the work of female graphic novelists and cartoonists — images of women by women. Illustrated panels adorned interior and exterior wall space, while floor illustration and edge detailing worked to blur the distinction between graphic and built elements. The featured work came from the archive of Tarpé Mills, creator of the first female action hero, as well as emerging and award-winning graphic novelists such as Fiona Staples and Trina Robbins. In addition to adorning the showspace, their heroines inspired the overall styling of the show, integrated into textiles and accessories throughout the collection. The net effect, aptly stated by Steff Yotka in Vogue, resulted in “one of [Prada’s] most complex statements about femininity yet,” presenting a “middle ground between girlish and tough, with a dash of superhero power shot through it.”
What else would you like to share about your design? Why is it unique and innovative?
2x4 developed the strategy and conceptual direction for this campaign. We researched and commandeered a stable of pathbreaking female graphic novelists and comic book artists to create the show’s large-scale environmental graphics. By framing the runway show with their artwork, our design helped Prada recognize and celebrate — in an entirely new context — the contributions of women artists in a male-dominated field. Contributors include the genre’s rising stars, including Hugo-Award-winning artist Fiona Staples and Brigid Elva (a London-based comic and zine artist), along with more established innovators like Natsume Ono (a Japanese manga artist) and Trina Robbins (the first woman to draw for Wonder Woman). The space also uses images from the archive of the late Tarpé Mills, a prominent early female comic book artist and the creator of action hero Miss Fury. Rather than simply present their work within the showspace, our design embeds the runway space within the visual language of the comic book. A collage of artwork adorned the walls and seating areas, while the catwalk featured a design based on graphic effects that convey motion and excitement. Black border detailing along the edges of stairs, columns, and other architectural elements served to visually “flatten” the visual aspect of the experience. Taken in full, the showspace achieves visual and conceptual unity, casting Prada’s models — clad in the season’s bold, punk-inflected garb — as superheroines in their own right.
Who worked on the project?
2x4: Michael Rock, Partner, Executive Creative Director Sung Joong Kim, Creative Director Donnie Luu, Associate Design Director Nancy Hong, Project Manager Partners: Prada Engineering, Production Partner Brigid Elva, Contributing Artist Joëlle Jones, Contributing Artist Stellar Leuna, Contributing Artist Giuliana Maldini, Contributing Artist June Mills (Tarpé Mills), Contributing Artist Natsume Ono, Contributing Artist Emma Ríos, Contributing Artist Trina Robbins, Contributing Artist Fiona Staples, Contributing Artist
View the project video: https://vimeo.com/270775209/17fa68aa79
Project Foodie - Brand Identity & User Interface
Company Project Foodie
Introduction Date November 1, 2017
Project Website http://www.itsprojectfoodie.com
Why is this project worthy of an award?
Our story is a personal one, stemming from our two founders’ fond memories of home cooked meals. For Daniel (Chef, The Meatball Shop) and Eli (Producer, Project Runway, Undercover Boss), home cooking is the thread that stitches together many of their favorite memories. They’ve always loved sharing their passion for food, and soon realized that fewer and fewer people actually know how to cook (Eli himself included). So, they brought together their skill sets, film and cooking, to teach the world how to boil an egg, sear chicken, and master Paella, all the while with a sense of humor and warmth that makes even the most amateur cook feel at home in the kitchen. Through integrated teaching and cooking experiences, our users are able to learn actively and more effectively, and develop a holistic and progressive understanding of cooking as a whole. Think of it like an exercise video - our users follow along with the chef-guided, real-time video, mimicking the instructor’s actions and technique in their home kitchen. By the end of the show, they’ve both mastered challenging skills and have a delicious, restaurant quality meal to enjoy. From production design (family photos) to location (we film in Daniel’s Brooklyn apartment), sound design (smart timer notifications are that of an analog kitchen timer) and UX (serving size customizer emulates the spin of a diner order wheel); our indie, nostalgic, lo-fi vibe makes even the most amateur cook feel at home in the kitchen. In a world wide web full of tasty videos with torsos and hands of unknown creators, we strive to connect on a personal level with each of our users.
What else would you like to share about your design? Why is it unique and innovative?
From our uniquely informative videos and curated library of recipes to our flexible serving sizes and shopping-list capabilities, every detail of this highly-functional and thoughtful app is designed to further understanding, build confidence, and celebrate food in a fun, effortless, and rewarding way. Unlike the other cooking apps on the market, Project Foodie was created with the passion and personalities of its founders infused into every aspect. That means that in every UI touchpoint and curated video, there's a dash of humor, fun and nostalgia infused into the experience. It's more like going to a cooking class that using a cooking app, and these personal touches are what makes it engaging and keeps users coming back again and again.
Who worked on the project?
Eli Holzman, Founder, Project Foodie Daniel Holzman, Founder, Project Foodie Kaitlyn Vowels, Co-Founder, Project Foodie LMNOP: Branding, UI Design Leigh Nelson, Founder, Creative Director Cari Sekendur, Design, Art Direction, Illustration Tess Havas, Illustration, Animation Willa Creative Agency Clear Summit
View the project video: https://youtu.be/YUpSZikMlks, https://vimeo.com/265453486, https://vimeo.com/265437143
Public Libraries in Massachusetts: An Evolving Ecosystem
Company Sasaki
Introduction Date May 1, 2018
Project Website http://library-vis-staging.s3-website-us-east-1.amazonaws.com/
Why is this project worthy of an award?
Libraries are a cornerstone of our civic fabric. They are remarkably widespread in their influence, from our earliest days as children to key transition points in our lives as we go to college, build our careers, and build our own families and social connections. And yet, libraries face an uncertain future. The rise of the internet, the shifting role of public spaces in our lives, and more volatile political climates are all raising questions about the future of libraries. In the face of these changes, libraries are evolving. They are taking on new models of governance, incorporating data into their own decision-making, and becoming more entrepreneurial in their approach. The Massachusetts Board of Library Commissioners (MBLC) commissioned a study to begin to answer the question: what is the future of libraries in Massachusetts? This study was unique in two respects: first, it took on the future of libraries at a state level, from small towns and aging communities on Cape Cod and the Berkshires to thriving urban centers like Boston. This study also leveraged data as the key for both understanding and then communicating new models of libraries and how they can serve residents in the 21st century. Unlike traditional government findings, the resulting report was conceived of as a digital first document, a nod to the potential future of libraries themselves. Data driven narratives introduce the audience, elected officials and librarians as well as the public, to the issues and opportunities for libraries in Massachusetts. An accompanying print report summarizes the key findings so that the MBLC can effectively advocate for changes to state-level funding, local library operations, and other changes to make the recommendations a reality. The findings center on the changing relationship among libraries themselves. Many libraries currently operate as islands, disconnected and unaware of their role in the larger system. By coming through substantial internal data about libraries themselves and external data about physical context, the project team developed a set of typologies for library networks that will significantly change the patron experience for the better. It will do this by refocusing resources to reflect a more nuanced, collaborative approach to how libraries work. Perhaps most importantly, by making data visual and building stories that give it meaning, this project sets the stage for the MBLC and the staff for all 350 libraries within the state to make more informed, impactful decision-making. In doing so, Public Libraries in Massachusetts fulfills the mission of the library itself: to make information more available, more accessible, and more meaningful to everyone.
What else would you like to share about your design? Why is it unique and innovative?
In addition to the unique, important topic of the project, the work itself innovates across a number of design and technology dimensions. It leverages innovative technologies like D3.js for data visualization, combining it with experimental portions of emerging mapping platforms like mapbox. For instance, the borrowing patterns visualization is built using technology currently unavailable on standard versions of the mapbox platform. The project team instead extended the functionality of this platform to make the animated lines that show borrowing patterns possible. This technique was a breakthrough to the client team in understanding exactly how libraries are actually exchanging books and how patrons are using the system. This integration of conceptual insight, technological innovation, and design rigor is reflected throughout the project. It is hoped that this commitment to innovation will provide a helpful starting point for innovation by the MBLC and libraries across the state as they implement this project’s recommendations.
Who worked on the project?
Sasaki – Design, Data Visualization, Strategies
View the project video:
Robert Wood Johnson Foundation: MCON Installation
Company Firebelly Design
Introduction Date June 5, 2017
Project Website https://www.firebellydesign.com/work/rwjf-mcon
Why is this project worthy of an award?
The Robert Wood Johnson Foundation is the nation’s foremost leader and grantmaker in public health. Firebelly has been working with RWJF since 2015 to develop and design innovative, sophisticated and memorable experiences, both analog and digital, to support the Foundation’s mission to build a Culture of Health. That means: 1. educating the wider public in complex, challenging subject matter like the social determinants of health (e.g. how things like income disparity, housing discrimination and environmental racism affect health outcomes); and 2. encouraging folks to take action, either by working within their communities to address systemic issues or supporting organizations that do. In an effort to broaden their outreach efforts to a younger crowd, RWJF was a high level sponsor at MCON, a conference geared toward millennial changemakers, held in Washington D.C. Firebelly worked with the Foundation to understand the audience as well as the unique space—a 10’x40’ stretch of real estate in a high-traffic corridor—in order to create a one-of-a-kind interactive experience, chock full of provocative statistics, powerful storytelling and opportunities to collaborate with other attendees on a living, analog data visualization. The concept: Make the connections. Literally. Firebelly developed a modular system of stations that supported a range of content and interaction opportunities. Each station featured high-impact, dimensional messaging and vibrant, eye-catching colors that pushed the brand standards to new heights for audience-friendly appeal. Stations were staggered intentionally to guide attendees through a thoughtfully-constructed narrative, presenting key statistics on early childhood, elder health and race- and class-based disparities, as well as anecdotes of young leaders organizing to improve health in their community. Eventually, no matter which direction attendees entered the space, they would end up in the center, where they had opportunities to get hands-on and share their own experiences and ideas. The interaction station was stocked with color-coded thread, each one corresponding to a different environment—urban, suburban, or rural. Attendees selected the thread that described their hometown and used it to rank their health priorities along a simple matrix. Designed to be a thought and conversation starter, the matrix was a perpetual work in progress, encouraging participants to compare their responses to their peers’ and consider how their personal experience has shaped their priorities. On the other side, they were asked to share their stories and ideas for innovative community health programs, taking inspiration from each other and the anecdotes peppered throughout the space. The booth drew hundreds of visitors over the two-day conference, inspiring excellent conversation and capturing new interest in RWJF’s Change Leadership programs. The installation not only equipped a critical new audience with vital information about pressing health issues, it inspired fresh ideas and conscripted new activists and advocates in the fight for a healthier future.
What else would you like to share about your design? Why is it unique and innovative?
Given its presence at numerous health- and leadership-focused events around the country, the Foundation asked Firebelly to create an installation that could be repurposed and refreshed from one event to the next, and that maintained the sophistication core to RWJF's brand. The entire system—built from maple wood for a distinctive, timeless feel—packs flat, and can be broken down and set up without a single tool. Content panels can be easily updated and slotted in as needed, to accommodate the most relevant stories and statistics to each particular event and audience. Since June 2017, the installation has been used three times, each time reaching more people and achieving greater impact. It is a great representation of RWJF's ethos and efforts to make existing resources go further, and hopefully it will live a long, fulfilling public life for many years to come.
Who worked on the project?
Dawn Hancock, Account Manager Tom Tian, Designer Kristin Lueke, Copywriter Colorphonic Inc., Production
View the project video: https://vimeo.com/252978892
Running on Experience
Company Adobe
Introduction Date September 21, 2017
Project Website https://landing.adobe.com/en/na/products/marketing-cloud/ctir-3108-running-on-experience/index.html
Why is this project worthy of an award?
For eight years, Adobe has surveyed digital marketers around the world for an annual trends report. But usually these data reports are very dry with a ton of numbers and stats. This year, we turned it into an experience. We gave it a story and created an interactive HTML experience with a ton of clickable discovery moments. It’s still a very deep dive into stats, but it doesn’t feel heavy. Instead, it’s a great piece of content that moves you from chapter to chapter and keeps you engaged. It's a blend of art and science and offers a modern way to experience data from a study in a more engaging experience.
What else would you like to share about your design? Why is it unique and innovative?
Running on Experience is more than just beautiful design. There’s a surprising depth to the amount of data. Throughout the experience, statistics and numbers are displayed in a variety of creative and entertaining ways. As you click deeper, the experience understands and remembers your preferences. For example, if you care about a specific industry, once you select that industry, that story will follow you along throughout the experience. But the other industries are always available if you want to peek into a different area and see how it compares. This was important as we needed to direct this experience to a variety of audiences, but make it feel like it was built for them specifically. We also wanted to make the navigation simple but have depth. Like adding a small red dot to areas of interest. When you click on a red dot, it opens up more options to read a quote or learn more. This is how we let the user know that they would find more depth whenever they see a red dot. In order to teach the behavior, the first red dot would pulse and open on scroll so you knew it was there. In addition, a simple iconic nav on the side helped you quickly move to a new section or know where you are in the total experience, so you know how much content is available. The experience also has plenty of eye candy with videos that interact with the stats and headlines. But one of the greatest success moments is how the data is organized. From the original report that had overflowing amounts of numbers, we were able to simplify each graph to tell a simple story, while allowing a ton of extra data to be understood without clogging up the art. For example, some show trends over time and how that compares to many other variables. Or we show how the industry compares around specific topics with a range of advanced to non-advanced on a maturity scale, while showing existing compared to past data, and still have it read in a simple graphic way. Whew. Let’s just say it took many meetings with data analysts and designers in order to get a simple design that says everything but isn’t overwhelming. The end result is a very complex data survey that feels like anything but. It’s a smooth and simple storytelling experience that leaves you feeling informed. A perfect mix of art and data.
Who worked on the project?
Steve Gustavson – Executive Creative Director Josh Souter – Design / Creative Direction Adam Morgan – Copy / Creative Direction Matthew Rayback – Copy / Creative Direction Stephen Montague – Project Management Lena Dibble – Content Strategy Stefanie Condie – Content Strategy Michael Kern – Creative Direction Alex Bell – Design Tyson Rider – Photography Ryan Gass – Videography Ryan Dearth – Videography Ash Warren – Development Dan Will – Development Kari Juip — Production
View the project video:
