PROJECT DESCRIPTION

CHALLENGE
Help a historic school find its voice and purpose


STORY
In 1937, The Institute of Design (ID) opened its doors. Founded by former Bauhaus instructor László Moholy-Nagy, ID produced many of the field’s most progressive techniques: human-centered design, systems design, and behavioral design.


But eighty-five years of swirling theories confused the school’s understanding of its controlling theory of design. Compared to single-minded schools, ID was less competitive among would-be students.


Our challenge: Uncover ID’s worldview and purpose.


One assumption underlies most design worldviews: designers lead revolutionary change. Designers master a messy problem and envision an elegant solution that sets the world right. Viva la revolution.


But life's messy. Design revolutions – those seeking to expunge life of its complexity – aren’t possible. Nor effective. Designers cannot command reality. They can only converse with it.


The “designer of the future,” we argued, appreciates the magnificent complexity of life. She nudges it in a desired direction and observes what happens to inform her next nudge. Viva la evolution.


“Evolutionaries > Revolutionaries” captures ID’s worldview. From it, we defined ID’s purpose as “creating generations of evolutionaries.” This inspired a new voice and brand for ID – one that constantly evolved.

PROJECT INFORMATION

Entry Type: Single Entry

Channel: Cross-Media

Primary Role of the Designer: Designer as change agent

Client Relationship: Unknown (NA) / Other (if other, please explain) Project

Intention of the Project: Re-launch, redesign, or update of an existing product, service or program

Development Budget: Decline to state

Production/Execution Budget: Decline to state

Source of Funding: Client

Typefaces: Custom - Joseph Han; Sanuk Kim; Jing Qi Fan; Ryan Bugden

Paper:

Materials:

CREDIT INFORMATION

Creative Director: Creative Director - Joseph Han; VP, Creative Director - Tom Elia

Art Director:

Designers: Design Director - Sanuk Kim; Designer - Jing Qi Fan; Motion Designer - Eric Park

Researchers: Group Principal - Janet Ginsburg

Developers: Raphaël Améaume

Copywriter:

Illustrator:

Photographer: Mari Juliano; Celso Assunção

Printer:

Producer:

Other Credits: VP, Program Management - Alex Blumfelder; Strategic Initiatives Manager - Alex Athanasiou; Nucleus Strategist - Chelsea Carlson; Nucleus Strategist - Gena Cuba; Nucleus Strategist - Elizabeth Talerman; Website - Self Aware

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