michelle chiu (art director)
sus it out
Challenge:
Reimagine typography’s role in the tension between freedom and law & order.
Problem:
Fact-checking on social media has been replaced with community-based moderation.
Gen Z digital natives don’t see themselves as part of the problem or solution
for maintaining safe internet spaces.
Insight:
#1: People perceive certain fonts with different levels of trustworthiness.
#2: Gen Z are actually most susceptible to believing and amplifying misinformation.
Idea: Tell Gen Z to sus it out.
AD – Michelle Chiu, Kianna Navard
CW – Robert Koumarelas, Michelle Chiu
Monotype Polygraph: A lie detector to tell the truth.
[1]
Misinformation keyword analysis (eg. social media text, headlines)
Misinformation keyword analysis (eg. social media text, headlines)
[2]
Font randomization to gauge design bias
Font randomization to gauge design bias
Mobile Polygraph
[3]
Misinformation keyword index with sources
Misinformation keyword index with sources
Mobile Index
[5]
Gut Check game
Gut Check game
Social:
Video essay collabs: Highlight impact of typographic design in thumbnails on research-based channels.
OOH:
Associated Press x April Fools’: Comic Sans news takeover by Monotype.