Natarcha Jones

The word Naarm has recently gained a lot of popularity on the internet within platforms such as Instagram and TikTok. A few people had begun speaking out about how some people were using the place name as a way of ‘virtue signalling’ to show their peers they are #woke.

Using Indigenous place names helps Aboriginal and Torres Strait Islander peoples to feel included and represented. I wanted to explore how we could continue doing this within our everyday conversations in a better way.

This series of three posters are my primary outcome for this campaign. When installed, they work together to clearly outline the directions for the audience to participate in the campaign.

This Design Research Kit (DKR) was used to gauge the sentiment and knowledge surrounding the word Naarm.

Of those who completed my design research kit, none could accurately circle the location of Naarm on a map. Just under 70% of people thought the sentiment of the use of the word was somewhat negative with descriptive words such as appropriation, gentrification and trendy being used to describe those who chose to use the word Naarm.

21.5k posts on Instagram have used the hashtag #Naarm.

This research set the tone for my campaign. I looked to create something that would help educate people. My goal was to change what came to mind when the word Naarm was heard or used in conversation.

My primary posters only deliver half of the story, which is intentional. This Wayfinding system contains six posters that the audience must search for to get a full understanding of each area highlighted in the primary poster.

Each poster is to be placed in the location on the title and the audience can scan the QR codes to get directions to each location. Once they find the poster on its own, the other five QR codes at the base can be used to locate the rest of the posters.

My campaign acts almost like a ‘treasure hunt’ for the audience. As a printed application I created a fold-up map that could be taken and used to find each of the six signs in Melbourne.

This campaign looks to decolonise naming conventions in and around Melbourne. This intention is executed through this series of outcomes which work in synergy to educate the audience on something serious through a playful and unique campaign.

This foldable invitation was created to launch my exhibition of works from the photographer Helmut Newton. His work walks a fine line between art and photography and explores voyeuristic, provocative and erotic themes.

The identity created is an ode to his Vogue era and was created to hero his images whilst also being memorable to the audience through a colour palette that compliments Newton’s works. The final identity is modern, timeless and distinctive.

This invitation folds into a perfect square. When unfolded it reveals a secondary image and the details of the exhibition on the back.

My concept is a curated collection of materials that reflect the interior architecture of Yakimono. The collection of materials is layered accordingly to embody the geometric, textural and colour elements of the space created by Russell & George for the restaurant ‘Yakimono’.

The publication incorporates harsh, angular shapes within its pages to mimic the way the elements of the restaurant appear to overlap one another. In conjunction with the use of the same 3M Dichroic film used within the interior of the restaurant, these materials are a reflection of the space.

This project shows my interest in unique materiality within communication design.