Graphics 2 - Assessment 1: Hypothetical AGDA style kit for the 2023 Awards Exhibition
My visual identity for the 2023 AGDA Design Awards Exhibition explores the subconscious mind’s role in shaping creativity. Drawing on Morsella’s Passive Frame Theory, the project challenges the belief that conscious thought drives design, instead proposing that ideas emerge from subconscious selection. Influenced by Peirce’s semiotic triad, I used symbols such as string, eyes, and hand motifs to evoke themes of control and manipulation. Ripped photo collaging reflects the chaotic nature of idea formation, while colour choices like green and black highlight subconscious associations. The theme Design is what you think/not invites designers to question their perceived creative autonomy.
This collage was created through analogue experimentation using cut and paste techniques in my process journal. It served as an early exploration of the subconscious mind’s influence on creativity, reflecting the chaotic, layered nature of idea formation. Using hand motifs and fragmented imagery, the collage visually tests the boundaries between conscious control and subconscious expression, an idea central to the project’s conceptual foundation.
typography
colour
logo design
pamphlet mockup
entry wall
This entry wall installation visualises the tension between conscious control and subconscious influence. A sliding transparent panel forces visitors to intuitively time their entrance, echoing Morsella’s Passive Frame Theory. The shifting access point symbolises the subconscious mind’s control over perception, questioning how much agency designers truly have in the creative process.
exhibition tickets