Changing Perspectives 環境文字設計 by Haley Tebo

Changing Perspectives 環境文字設計 by Haley Tebo is a highly esteemed winner of the very prestigious 2020 A' Design Award 銅獎 in 平面設計 Competition Category.

銅平面· 2020

Changing Perspectives 環境文字設計

by Haley Tebo

Client: Haley Tebo

A' Design Award 銅獎 Winner in 平面 Category

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The Design

About Changing Perspectives 環境文字設計

《轉換視角》係一件為大學藝術大樓玻璃幕牆而設嘅環境文字裝置作品。啲字母形狀係用磨砂膠膜裁剪而成,當途人行過嘅時候，啲字母就會排列成一句可以閱讀嘅訊息。呢句訊息由兩個方向都可以閱讀，所以觀眾會停低嚟，仲要移動位置先至可以睇齊成句字。每個字母大約高一至兩呎，會因應觀眾同裝置之間嘅距離而有所變化。光線穿過玻璃面板嘅時候，會將啲字母形狀重複投射成陰影同倒影。呢件裝置作品邀請成個校園嘅人一齊參與，同文字設計進行互動。

The Recognition

About the A' Design Award 銅獎

Changing Perspectives 環境文字設計是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Changing Perspectives 環境文字設計將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Changing Perspectives 環境文字設計出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: This interactive installation compels the viewer to move in such a way to view the piece differently. As people walk by, the shapes align to form a message, which can be read walking from either direction. Installed on an art building at a university, the piece can be viewed from inside the gallery or across campus and draw people to it. The lighting also reflects the shapes of the typography in the form of shadows and reflections.
Dimensions & Packaging: Each letter of the design is approximately 1-2 feet tall, varying with distance from the viewer.
Tags: Environmental typography, interaction design, user experience, typography, graphic design,
Production Technology: Adobe software was used to create slides that were then projected onto the building. The projector was placed on a ladder at eye-height so it would be convenient for onlookers walking by to read. The shapes were traced with china marker then covered with frosted vinyl and cut out.
Design Challenge: After choosing an approved concept, we addressed the installation process. We could digitally cut out the letters, but they might not align correctly, or we could project it so the alignment was perfect, but would have to cut them by hand. After taping up a to-scale proof of the estimated warp we decided to project the letters because they did not align in the proof. The projection then needed to be done at night and required ladders, multiple extension cords, and for the fountain to be drained.
Research: Researching existing projects inspired aspects of this design but also allowed it to be unique. Scouting local areas to find an optimal environment for the typography, we chose to install on campus for convenience and because of having a strong concept for the space, which included a well thought-out quote that could be read from either direction. The area was measured so a digital mockup could be done to scale. The design was very well received as people complimented it as it was being installed.
Inspiration: Inspired by environmental typography installations that use perspective in a way that the words can only be read from one spot, we wanted to bring this somewhere where a lot of people could interact with typography. We were inspired by the potential we saw in the fountain in front of the our university's art building and the vertical glass panels above it. We used the dimensions of these panels to inform the choice of Helvetica Condensed and people walking from both directions to choose the quote.
Project Duration: Research for this project started in late April 2019. Installation lasted for two weeks in May 2019.
Operation Flow: This installation is unique because it is put into movement as the viewer walks by, compelling them to pause and align themselves with the piece in order to read it. The space builds anticipation as the viewer must move themselves to read the next half of the message. The typography tells a story that parallels the environment it is in, achieving mutual enhancement of the design and the environment.
Team Members: Angeli Leong
Image Credits: Image #1 : Professor Wade Lough, 2019
Image #2 : Professor Wade Lough, 2019
Video Credits : Angeli Leong
Quote used is by Wayne Dyer