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Nothing Personal
THE CHALLENGE
Pearlfisher's brief was to create a brand identity for a product, service, or experience that solves an adversity. The target audience was a spectrum of 18-34 year olds.
INSIGHTS
In a culture of hustle and productivity, doing nothing is perceived as a lazy activity. The idea of busyness is seen as positively correlated with success, making doing nothing have negative connotations and feelings of guilt. The UK's 'always-on' work culture is one of the biggest contributors, especially when other countries embrace nothingness.
THE SOLUTION
Nothing Personal is a brand campaign aiming to create a movement of guilt-free nothingness, by making doing nothing a habit. Because moments of nothingness are the key to happiness. The visuals are inspired by the Taoist principle of water and the presence of nothing.
Placed in Outernet London, Nothing Personal will exhibit an immersive installation projecting the public’s responses to what ‘doing nothing’ means to them.
People can enter their response via the QR code or by visiting the web page virtually.
The gradients on the floor use projection mapping to react with visitors’ footsteps, making the environment feel personal. Each gradient flows to a response which appears with a ripple in the grid, emphasising a sense of water-like movement. The grid lighting up with the responses represents the Default Mode Network, or more commonly, the brain at rest.
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Gradient visualises free-flowing movement and lack
of control.
humans spend 5% of waking hours in true rest
avid social media users have a 30% harder time relaxing
95% of thoughts are repetitive ones from the day before
Posters and digital billboards across London and the UK project the responses submitted by the public. The lack of any call to action represents the idea that there's nothing to do. This creates a calm, thought-provoking sense of intrigue. Each response would feel relatable to certain individuals too.
Process
Stroke variation represents the calligraphy used in Taoism, another symbol of flow and natural movement
Ripple linking back to the Taoist principle of Wu Wei, which uses water as a metaphor for the natural rhythm of being.
‘N’ and ‘P’ of ‘Nothing Personal’ combined to form a wave, indicating going with flow, while hinting to moving forward in a positive direction.
Make it a habit. Download the app or visit the website to connect to your calendar and make doing nothing a habit. Get daily alerts to pause and have your personal moment of nothingness.
Black space and grid shows the presence of nothing, emptiness, while feeling like a vast/ endless environment.
Parts of certain characters form a wave, representing the idea of water and going with the flow.
‘O’ replaced with null symbol, to link to suggest nothingness.
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