Miguel Estrada

African Diamonds Poster (Typography 2)

So for the second half of the quarter, the class was tasked with creating two posters in a series using one of the theories relating to the integration of type and image. Upon further review, it was decided by the professor that we would be better served by committing all our efforts into one developed piece. I decided to design a poster calling to attention the social issues surrounding the diamond industry in Africa, employing the theory of fragmentation.

Along with starting off in the usual manner of doing research, and sketching pages of ideas, I happened upon a rather impactful video of TED speaker and “Ad Man” Rory Sutherland. What I found fascinating was listening to Sutherland’s views on how perception assigns value, and if that perception can be skewed or influenced in anyway, you can effectively change its intrinsic value. So in regards to this project, it was my intent to explore how to visually devalue diamonds through perception. I believe that through creating a strong sense of visual discord with form, color, imagery, and even language that I was able to create a poster that was inherently both uncomfortable and aggressive.

For the sake of time I’ll hold myself back from going into the many small details and nuances that mean so much to me as its designer and let you explore and make of them what you will, developing your own meaning and symbolism. And!, as I often do, I created a nice zoomify version down below for you to play with, so make sure to zoom in and pan around to your hearts content. As for the finished product it was very much a growing experience as I worked hard to push my aesthetic and conceptual abilities to a new level. Also I feel that fortunately I’ve opened one of “those doors,” where I can see many more possibilities in the work. I’m playing with the idea of taking the concept and the form much further, creating an actual series of variations based on the theme and seeing where that takes me.