esseridiparole
The
Posters
The Concept
This project was created in collaboration with Controradio Firenze, a local news broadcaster with strong ties to the community.
The campaign aims to provide a key to interpreting language, emphasizing its dynamic and constantly evolving nature. Language is defined by its community of speakers and results from ongoing interactions between generations, values, cultures, and beliefs that are continuously updated.
“esseridiparole” includes a poster campaign, guerrilla stickers, and a social media campaign. The project combines outdated words with new words that have become commonly used. For each word, a typeface was selected to reflect its etymological meaning.
Visual and Bodycopy
Two poles are created: two linguistic extremes in continuous evolution that coexist and evolve in the present, metaphorically marking the beginning of today’s language and that of tomorrow, made up of new and obsolete words.
The visual research is inspired by elements of popular folkloric poster events; the language is influenced by words related to the youth culture, in an attempt to engage the target audience. The informal tone of voice, irreverent yet descriptive, reflects some of the core values of the promoter.
The tone of voice is shaped by the main values of Controradio and by the theme of the words, which, despite being treated in a “light” way, aim to have an informative and descriptive purpose, given the academic and research nature of the cards that may be provided to the user.
The visual style of #esseridiparole is primarily based on two elements: the typeface and color.
Eight words were selected, four of which are obsolete and four new, each characterized by a custom font and a background color ranging from yellow and orange to purple and fluorescent green.
