24/7
The identity for Northumbria University’s 2024 Graphic Design Degree Show, built around the idea that creativity never really switches off.
[OVERVIEW]
The 24/7 campaign celebrates the constant hum of creative thought and the way ideas strike when you least expect them. Whether in the shower, at the gym, or out dancing, our brains are always half in design mode. The identity visualises that restlessness, capturing how inspiration flows even when we’re not consciously chasing it.
Year
2024
Category
Branding
Project Type
Location
Newcastle, UK
[BEHIND THE DESIGN]
INSIGHT
Research showed that the brain’s most creative moments happen during downtime, when we’re relaxed, distracted or doing something that releases dopamine.
VISUAL IDENTITY
Bold type, fluid layouts and hand-drawn details capture the energy of a mind that never stops sketching. A set of interactive “thinking caps” and audience-drawn ampersands made the degree show participatory, reminding visitors that creativity is a shared, ongoing process.
SPATIAL EXPERIENCE
Wayfinding, invites, and studio displays formed one connected ecosystem. The result was a show that didn’t just exhibit design, it embodied the designer’s mindset: alive, collaborative and always switched on.
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