*D&AD Brief: Monotype*
The Intimate Trans-formation Point
This campaign is made to unite people across the gender spectrum to strengthen acceptance towards the transgender community in and beyond clothing stores. It is an attempt to create a trans-friendly environment, giving them the recognition of gender fluidity and validate the freedom for transgender individuals to express their inner selves. There has been a lot of advancement in terms of media representation in the West, but it is still a work-in-progress in Singapore. Those traditional gender expectations can turn shopping into an uncomfortable and strained experience for transgender individuals.
Change For Trans aims to solve this by garnering support from two distinctive levels–from a retail level and personal level, and communicating this expressive spirit of the community through a dynamic typographic language.
Wooden Pencil
4As Crowbar Awards 2019
Silver Award in Good Communication
Bronze Awards in Design; Poster; Typography
Claudia Tan
Nguyen Vuong Cam Tu
Fuli Gao
Fahmi Sedek