Sienna Fernando

The major component of my project was the design of a transformative experience for the audience. The experience consisted of purposeful disorientation that forced participants to attempt to re-orientate themselves and, as an extension, their perspective.

Participants were presented with a blank canvas divided in half by a black line. Below the line, they were prompted to express their emotions when they felt judged or unable to be themselves. Above the line, they were prompted to express their ideal version of self should they be completely free from judgement.

To begin my design process, research kits filled with interactive surveys and activities were sent out to participants. These kits and the data they generated served as the foundation to my project. The activities enclosed were focused on investigating the impact of fear of judgement on participant behaviour and thoughts.

The kits were presented in two varied forms as a way of exploring the influence of environment/aesthetics on participant responses–where one variation was designed to make the participant more comfortable, the other was formated with intimidation in mind.

As part of my campaign visual identity, the word mark ‘Change Directions’ was developed. This title was derived from a memory from my childhood where in primary school my class was taught the “correct” way to colour in with pencil. We were advised that upon starting year 5, we should no longer change the direction of our strokes so that our work would appear more uniform and perfect.

Wherever displayed, the text was printed backwards with a bleed through effect. This was inspired one of my participants accidentally damaging his research kit leading to an abundance of panicked apologies. This universal human fear of imperfection drove the remainder of my outcomes and their visuals.

"During the experiential campaign experience, participants were recorded. All footage allowed each person to remain anonymous, an important feature of my design, focusing instead on the movement of participants and their mark-making.

The footage was then overlaid to further hide the identity of each person as well as allow for an interaction between their painting and the emotions being expressed in each stroke. Whilst the experience itself was personal and self-reflective, the video documentation reminds participants that they are not alone in their experience and fear of imperfection and judgement."

View full video at www.youtube.com/watch?v=RKp6HHoPfdI

As the complete installed experience was only temporary, I designed a smaller component that could be detached. Taken directly from the main interactive piece, participants could keep these postcard sized canvases as a reminder of their thoughts and perspectives.

These became small pieces of art in their own right and were accompanied by guided personal reflections in the form of notes to future selves.

A B6 publication was designed to capture, compile and document the experience in full. Explanation was absent within the document as it is intended to be a reflective piece for those who participated. The booklet is divided in two, its small size being ideal for delivery to each participant after the completion of the campaign.

Furthermore, the size reflects the personal nature of the experience and its outcomes–particularly the thoughts enclosed in the secondary mini booklet that is protected within the main document.