ATYPICAL — Cam Throgmorton

ATYPICAL Exhibition design / identity system

This hypothetical installation is a collaborative project between ASOS and the Human Rights Campaign and focuses on empowering those who do not feel they align with the current gender or sexuality norms. Rather than focusing on changing the minds of others, it instead creates a space where like minded people can thrive.

Typographic System

I curated a set of custom glyphs and combined them with the typeface Akkurat in order to create a typographic style that represented the concept of an idividual in the crowd.

Imagery

Using the AI engine Stable Diffusion, I created a suite of generated imagery for the exhibition. Since AI images are formed by combining millions of images into one, I felt it was a way to embody an entire community in a single image.

Color Palette

For the main color of the identity system, I chose a vibrant pink. Pink has been the center of a lot of gendered debate, so I felt that it was appropriate to use here, howevere I wanted to stray away from any pastels or light colors and maintain the boldness of the brand.

Posters

I began with creating a set of 8 visually striking posters that promoted the exhibition. I used the typography in combination with the messaging I creaetd in order to empower my target audience. I wanted to make sure that the posters had enough visual interest to encourage visiting the exhibition without giving too much away.

Social Media

I moved the branding from a large scale to a small scale by expanding it through social media. Along with creating custom post layouts, I used Stable Diffusion again in combination with After Effects to bring the system into motion.

Sketch Models

When designing the actual exhibition space, I started first with rough sketch models in order to concept the physical and graphical layout. Throughout all of the designs, I wanted to maintain a large, open space that promoted the concept of community bonding.

Exhibition / Render

For the final spatial design, I wante to maintain the scale and boldness I had started in the poster series, making sure that nothing about the exhibiton was falling into the background. In the open area, I created a set of 3D letterforms that the attendees could interact with by sitting on them, stacking them, or moving them any way they pleased. This allowed them to leave some of their personality within the space itself.

Exhibition / Model

Along with the digital renders of the exhibition, I created a scale model that allowed me to get a better feel for the physicality of the design.

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Cameron
Throgmorton

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Graphic Designer

Graphic Design
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