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Shift

Fiction can be a rich source of an expressive language for visual play. I explored this idea by analyzing a folktale of South India called the Odiyan. The folktale, shared through generations, says that Odiyans are shapeshifters who transform into animals at night. This was the inspiration for creating a society named Shift which watches over the community. To design the campaign materials, I experimented with different visual signs, type and color palettes to convey the idea of transformation. The illustrations and colors used in the system are inspired by the Kerala Murals from Mattancherry, India. The idea of relatability is crucial, therefore bringing in familiarity through the style of illustrations will allow people in the region to identify with the society.

Project Roles
Designer
Skills
Adobe Illustrator, Adobe InDesign, Adobe Photoshop
Media
Advertising, Billboards, Illustrations, Murals, Posters, Products - Physical, Typography
Project Industries
Advertising, Lifestyle
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