Change for Trans
D&AD Brief: MonotypeNew Blood Awards Winner 2019 Wooden Pencil - Group of 4
Concept
The Intimate Trans-formation PointThis campaign is made to unite people across the gender spectrum to strengthen acceptance towards the transgender community in and beyond clothing stores. It is an attempt to create a trans-friendly environment, giving them the recognition of gender fluidity and validate the freedom for transgender individuals to express their inner selves. There has been a lot of advancement in terms of media representation in the West, but it is still a work-in-progress in Singapore. Those traditional gender expectations can turn shopping into an uncomfortable and strained experiencefor transgender individuals.
Change For Trans aims to solve this by garnering support from two distinctive levels - froma retail level and personal level, and communicating this expressive spirit of the community througha dynamic typographic language.
Full video and information can be viewed here : https://www.dandad.org/awards/new-blood/2019/bound-method-entryget_brief_title-of-entry-change-for-trans/3548/change-for-trans/
