Industry Craft > Art Direction
WUNDERMAN THOMPSON, Bangalore / THE BETTER INDIA / 2019
Overview
Credits
Cultural/Context information for the jury
In the cultural tapestry of a diverse, complex country like India, stereotypes are rampant. Our international jury may not be familiar with some of the more specific ones:
Caste – a social stratification system that has existed for thousands of years in different forms and continues to have an impact on people’s lives in almost all spheres of existence.
North-East India: a remote corner of India that is vastly different from the rest of the nation. The citizens of this region are discriminated against and considered not-Indian.
Widows – In India, widows are considered unlucky. Relegated to holy towns and often forced into beggary.
Girls – the agrarian economy and patriarchy together have led to a male child preference. Girls are considered a burden as they leave their parental home after they marry, carrying their ‘value’ with them. Resulting in them being given less attention or investment throughout their lives.
Tell the jury about the art direction.
The Stereotypeface Project focuses on how each stereotype is perceived. The visual grammar for every alphabet is hence very delicately detailed to bring out the letter-story behind every stereotype. The characters and the illustration style are flat, linear and graphic. It maintains the some-what graphic quality of traditional folk art which has existed for generations to visually convey that the stereotypes too have similarly existed for generations and are age-old. Patterns and set styles for shadow effects and depth follow the same visual language, just the way it occurs in traditional folk art. At the same time, the illustration style also maintains its own new character of visual treatment, adding a touch of modernity. The entire set when typed together gives the feel of a traditional storyboard reel as seen in ancient scriptures and monuments conveying how ancient and rigid the stereotypes have been.
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