The 8th edition of the IABR, THE MISSING LINK ‘Our Future in the Delta, the Delta of the Future’, was launched on 1 June 2018. This topic raises challenging questions about the interaction between climate change and design. How can designers respond effectively to the effects of man-made climate change? What stops us from doing so?
We were asked to translate the IABR’s main goal into a broadly applicable campaign concept, suitable for a diverse audience. Especially in the urban Deltas, we are faced with doomsday scenarios. Everything has to change radically and quickly: that we know. How can we give this necessary change an attractive and persuasive look?
Inspired by the smiling sun icon of the anti-nuclear movement from the 80s, we wanted to give the subject a positive spin: no negative thoughts, but rather an inspiring and uplifting call to action. This radical optimism is illustrated by a threatening jollity that marks a new beginning – or possible ending.
By creating delta-shaped colour planes and typography that interact with each other we illustrated the way in which quality of life, residing, mobility, industry, energy, water and nature are at odds with each other. This was translated into choices of colour and typography that are conflicting. This radical imagery, and our bright and optimistic choice of colour, incited the audience to accept and embrace the Biennale’s message and respond to this Call for Change.
This concept was implemented consistently: from the public campaign and the signposting in the Biennale area to the merchandise, the catalogue and the exhibition. Interaction was an important element in the various means of communication, including the website. This diversity contributed to the visibility of the IABR in the city of Rotterdam and with the general public.
FLYER AND WELCOME MAP
The IABR campaign started off with a large-scale poster campaign. Posters in different sizes and characteristic flyers were distributed at strategic locations in the city. In addition a so-called Welcome Map was distributed to visitors of the exhibition. The map presented an extensive overview of the different locations of the IABR.
We chose an unconventional oblong format for the flyer, which different from the usual A-sizes. The dynamics of the Delta, which played an important part in many other IABR expressions, were also represented by the multicoloured flyer printed in different (Delta) shapes. Chromolux paper was used to amplify the intense colours. The five printed Pantone colours feel matte on the Chromolux paper. This created a nice contrast between the abstract delta shape and the glossy white typography. The flyer was uncoated on the inside. This contrast emphasised the tactility of the cover in regards to the inside.
We wanted the welcome map to be traditional: a thin foldable map that fits in your back pocket. We used Etibulk paper with a subtle contrast between the coated outside and the uncoated inside. The map was printed in the colour of the campaign: IABR blue. The whimsical delta shape was punched into the map. When folded, the shape covers the texts, which heightens the tension between form and message, and enforces the broader concept of Radical Optimism.
- Creative Directors –
- Art Directors Arwen Ronner, Matthijs Ronner
- Designers Arwen Ronner, Matthijs Ronner, Lieselot Coenen, Wilfred van der Weide
- Illustrators –
- Photographers –
- Editors George Brugmans
- Copywriters –
- Printer drukkerij Tuijtel
- Assistent to the editor Cato Joris