Typography has the power to make words matter,to facilitate change, create awareness and a call-to-action.
Choose an issue that compels you and makes you care deeply. Bring this issue to life in a way that is engaging for your audience. Create a typographically-led campaign that is a call to action or raises awareness of your subject.
Research has shown that names that are difficult to pronounce, particularly from the perspective of native English speakers, can lead to disadvantages in life, such as job applications, rental applications, and various other areas.
Integrated campaign
Mentor: Bao Anh Bui Nguyen
Copywriters: Ha Dam, Duy (Le) Nguyen
Researcher: Duy (Thanh) Nguyen
Video editor: Minh Tran
Motion Support: Quang Dao
In many communities worldwide, particularly in Asian cultures, names carry deep meaning, representing heritage, connecting generations, and reflecting ethnicity and spirit.
However, many people face pressure to "Anglicize" their names to fit in, often due to discrimination in different areas like job hunting. This experience can lead to feelings of unease and internal conflict, as individuals grapple with their names and sense of belonging.
The campaign kicks off with a series of interactive billboards featuring the most common anglicized names: Tony, Mary, Kevin, Jessica, Tom, etc.
By setting up these billboards in public spaces, we give those who have these anglicized names a chance to reclaim their real names identities.
Before
After
While signing their names on the billboard, the user can access to our website “Museum Of Names" to train our customized AI system how to pronounce their names.
As a result, when scanning a name on the billboard with Google Lens, you will both get to see the real “name," learn how to pronounce it right, and the culture/meaning behind each name.
Share your Stories, your Challenges, your Experience and celebrate your Name as well as your authentic Identities.
"Reclaim Your Name" to learn about the meaning behind the names but also gives people the right to generate their own customized and personalized typeface presenting their names.
A collection of digital stories with interesting facts about names that people can later share on their social media, such as Facebook or Instagram
Extension
Stickers
The visual language is based upon the idea of liberation. We draw inspiration from the most "common" yet "subtle" occasions of name discrimination (easy-to-pronounce names while ordering food; job application; rental application, etc).
We would like to foster a sense of liberation, revolution, and freedom by using a handwriting font in contrast to the "seriousness" of official documents like power bills and application forms
GOOLGE MYNERVE was utilized as it is the handwriting font that can support up to 219 Latin based languages.
