Bachelor of Communication Design Design MADA Now 2022

Yutong Mou

Hi, I'm Tina. I love experimenting with editorial design, typography, colour, photography, and always find the approach to create open-minded and conceptual design solutions. The “Activation" studio has taught me to research and analyse things logically, find a new way of thinking. And it has allowed me to visualise the research I've got at the preparation stage into campaign.
I approached this project through a campaign-based outcome which utilised the medium of collaging to call out the social problem of 'Pick-up Artist' (PUA) that people usually overlooked it in their daily life. And through the campaign to encourage people to get awareness of healthy relationship and women's safety.

Overcome hard relationship - Design Research Kit (DRK)

For the first assessment of Activation project, I found the answer about "Do people know what a PUA is by using the way of design a simple questionnaire. In the questionnaire, I have asked some basic multiple choice questions about the topic and also designed an interactive Grab and drop activity using stickers, which I think is helpful for me to gather useful data from my participants.

Overcome hard relationship - Poster

For my primary outcome of "activation" project, I decided to create a large size poster that fold into six pieces, including three collage images and three typography. These three collages form a transition according to the meaning behind them. The basic meaning of the poster is to demonstrate that a girl loses herself in the vortex of the PUA scam at the beginning, and finally awakens and becomes independent on her own. And this image is the poster exhibit in the art gallery for people to appreciate.

Overcome hard relationship - Primary outcome poster

Because I was created an anti-PUA female council in order to call out people women protection, I assumed the context background, and the council as the organizer held an exhibition with theme of reveal social problems, so this one is the interior exhibition mockup which hang my posters on the wall.

Overcome hard relationship - Business card

In order to enrich my whole project, I also imagined a fictive council called "Anti-PUA female council", so for this fictive Anti-PUA female council, a business card is also produced. The style for the logo is simply lock-up with the icon and the title, and succinct shapes and lines. The name for the council logo "A", is derived from Chinese popular internet slang, which means the girl is powerful and freaking awesome!

Overcome hard relationship - Concertina booklet

A concertina folding booklet with the council as the publisher will also be a supporting application for the project. The purpose of this booklet is to educate the audiences on what PUA is, the history of PUA, and why PUA is terrible. I tried to tightly connect the overall style of the booklet with my primary outcome, with the same colour scheme and typography, and same collage composition.

Overcome hard relationship - Phone cases

Three phone cases just perfectly display my three collage images.

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