Monotype presentation boards

D&AD - 2017

Monotype

D&AD - 2017

Monotype

Brief.

Showcasing the diversity of tattoo culture, bringing it out from the shadows in order to be accepted as a legitimate form of expression and empowerment. Utilising print, digital and interactive collateral, the aim is to engage with a broarder audience to change deep-routed stigma.

^ Screenshots from the video - displaying how dimensions are compatible with the mobile platform (to feature on social media, etc)

Research.

To better inform the outcome there was a variety of research which was undertaken, both primary and secondary.

Regarding primary research we wanted to gain a variety of perspectives such as those engaged with the culture such as tattoo artists, perceptions within various work environments through interiewing recruitmenters within the military.

Within secondary research there were various sources in various mediums which we further analysed and disucussed and helped inform our understanding of an effective outcome.

D&AD - 2017

Monotype

As well as this we conducted a survey on the topic of induvidual perceptions, which informed our approach and visual language.

D&AD - 2017

Monotype

Posters.

The origins of tattooing dates back to early Egyptian times, evolving stylistically through various worldwide cultures into the form of the practise it is today.

Informed by the traditional nature of tattooing, we wanted the main deliverables to reflect on not just the past, but the present stance tattooing takes aswell and the possible future of the culture too.

By focusing on specific characters we identified with within the culture we were able to collate all of those responses into a united concept and message - the idea of how in todays world, everyone has their right to express themselves in the way in which they feel best represents their own identity.

Digital.

The digital element is made up of 10 individual animated videos, designed to be translatable accross a range of platforms.

The overall showreel can be played as a full roll-over, or be divided up and used on social media as snappier, hard hitting clips emphasing the strong roll typography can play within this vast culture.

D&AD - 2017

Monotype

They aim to represent and work alongside the individual style of each figure, whilst simultaneously drawing back to the overall typographically communicated idea - of being you in your own skin. Each section aims to break down common prejudice associated with the alternative styles, and the movement creates a more fun, attention-grabbing and interactive feel to the campaign.

Touch Point.

The interactive touch point - this allows the audience to provoke a discussion and help to re-represent the new age of tattoo culture.

D&AD - 2017

Monotype

On the flipside of the totes our #BeYouInYourSkin links the digital platform into the tangible-everyday life. This opens the audience to both supporters and possible tattoo skeptics.