project overview
The project explores the tension between two opposing forces, Yes and No, using typography as the primary medium. developed in response to the d&ad x Monotype brief, the project explores typography as an active force within systems of control, freedom, and decision-making, questioning whether type enables choice or quietly restricts it.
project type
experimental typography
year
2025
focus
D&AD New Blood Awards Brief
The project uses Yes vs. No as a typographic metaphor for binary decision-making, exposing how visual systems influence behaviour, perception, and belief. Typography is treated not as neutral form, but as a tool that can guide, deny, or manipulate choice. Below are few experiments I did in order before landing on the book format
typography becomes a behavioural system rather than a visual one, forcing the reader to experience control, restriction, and choice firsthand. the project positions graphic design as an active participant in shaping power, not a neutral messenger
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