Bachelor of Communication Design Design MADA Now 2022

Amelia Chambers

Hello, my name is Amelia. A recent communication design graduate, completing a Business degree with a major in Marketing. My main interests in design are identity, photography, social media, and editorial design. This year, my projects have explored these interests to align with my ideal practice. My topic for Activation was skincare, specifically the lack of understanding of its ingredients and the overwhelming confusion surrounding it. Exploring multiple concepts that could both bring awareness to and highlight a new way to educate people about skincare so that they no longer feel intimidated by ingredients and are empowered to understand products and accept their skin as is, no-nonsense.

This Is - Poster Series

This poster series seeks to bring awareness to the overarching concept, that majority of the public have very little understanding on what skincare ingredients are or actually do for their skin. The posters are a concise view at the project which is titled "This Is" encapsulating the core concept of the benefits of simplification and honesty within the skincare industry.

'This Is - Website'

This design was a way for me to explore an application that could be a learning tool for people to become familiar with different skincare terminology and ingredients through a simple typographic microsite that compiles and highlights all the skincare ingredients used within the This Is products. A more innovative way to make people engaged with their products and feel secure in what they're using on their skin.

View full video at www.youtube.com/watch?v=MsADZ7cK6Zw

'This Is - Animation'

This animation was an exploration of how typography could be used to grab the attention of individuals within a public setting. During the creation of the animation I knew that I wanted it to move at a pace that at first seems digestible but then as you try to continue following on it becomes more overwhelming and exhausting, mimicking how it can feel to look at and attempt to read skincare ingredient lists without supporting information. The animation attempts to make individuals think about whether they truly understand their skincare.

View full video at www.youtube.com/watch?v=ERqrBE0lsN4

This Is - Context for Animation

This image provides context for the animation created, highlighting how it could be incorporated into public settings such as tram stops to quickly grab the attention of people passing by or those waiting at the stop.

Design Research Kit

This is a snapshot of my Design Research Kit, the information gained from the answers provided by in this booklet supported the development of my 'This Is' concept. Key insights came from the difficulty people found attempting to match ingredients to their benefits and alternate names as well the discomfort that arose when trying to circle any ingredients they understood and knew they used daily. This became the core of my project as I began to seek out a way to both provide comfort and clarity to people when looking at ingredient lists as well as highlight the current confusion within society regarding what skincare ingredients are and do.

This Is - Concept Packaging

This is a conceptual design for packaging that coincides the campaigns messaging. It embodies the concept of simplification, honesty and education. Being stripped back to only the basics of what the product is on the front, i.e a Cleanser or Serum, and on the back providing a break down of the key ingredients in the products and what their main benefit is. Thus, allowing individuals to learn as they buy and use. The key phrase "What the f*ck is in this?" (which arose from the research kit) appears on the side of the packaging with a QR code directing you to the ingredient microsite for further understanding.

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Michala Jean

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Amelia Chambers

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