HSE Students Win International D&AD New Blood Contest
Anna Dmitrieva and Sophia Verlina, third-year students at the HSE Art and Design School (curators Stefan Lashko and Ivan Yakushev) have been recognized as winners in the international design competition D&AD New Blood. They will receive their awards on June 6, 2017.
The students chose a brief by Monotype Company, which was to design a typography-led campaign about misunderstood, misrepresented, or underrepresented cultures, communities, or countries.
The students created a project about Saterland, a town in Germany. Despite its low population (only about 15,000 people), they still use their native language, Saterland Frisian. Recently, the Frisians have been forced to use bilingual (German and Frisian) signs across the town. The students suggested a solution for this problem.
Sophia Verlina: ‘It was difficult to deliver this idea clearly and precisely so that the message would be understood not only by people from Germany, but from other countries as well, since we were participating in an international contest. We discussed a lot of options, and in the end selected the one that seemed the most clear and comprehensible to us, and, most importantly, accessible to people who do not speak the language. And it turned out, we were right’.
Anna Dmitrieva: ‘It was thrilling to pay attention to this town, since it is one of those rare cases when a town in a country has its own culture, language, and traditions. Just recently, Saterland was forced to add German translation to all their signs and advertising. That’s why we came up with the idea of posters (for the town) and small stickers (for smaller objects), where we print a ‘permanent’ phrase ‘das ist = this is’, draw a hand pointing at an object in the environment, and add the name of the object in Frisian. In addition, the posters include a QR code, which redirects the user to a website where they can translate the word and hear its pronunciation’.
In future, this project will be developed into a website.
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