I am Design
Social Practice Campaign
Categories: Editorial, Print, Publishing, Audience Participation, Social Practice, Campaign
Tools used: InDesign, Illustrator, After Effects, Physical Production
Date: December 2025
This campaign reinforces that design is for everyone. It invites viewers to complete the prompt “I am design because…” with their own unique, valid response. Each answer reflects the individual behind it.
Design is more than just the final outcome. It is a tool for communication; a tool that is constantly changing and warping to accommodate different lived experiences that people bring.
I used the participants’ handwriting to allow for better reflection of themselves within the sticker and for them to feel more attached to it.
There has been an immense amount of research done that shows credible links between self-expression and personalization.
Stickers are small, only to be quickly glanced at and I wanted that glance to be all about you. This sticker and the subsequent campaign are not about me, they’re about the people around us and how they shape the definition of design.
The campaign culminates in a booklet compiling participants’ responses to the prompt, “What does design mean to you?” Each contribution becomes part of an evolving collection of ideas, transforming individual reflections into a shared narrative. Using reflection as both a literal and metaphorical framework, the project creates an adaptable campaign that reflects its audience, celebrates their individuality, and reinforces the idea that design is shaped by everyone who engages with it.
This campaign is an ever-changing tapestry, it adapts to who you are as a person and my using the literal and metaphorical definition of reflection, I managed to accomplish my objectives of having a campaign that adapts to you, reflects your ideas, and reinforces the value unique perspectives bring to design.
Design: It Reflect You.
This campaign was inherently participatory in nature. It involved people writing the word "Design" in their handwriting, and them receiving a sticker customized to their submission.
The subsequent campaign involved collecting answers to a prompt from different people. Each answer is uniquely theirs. I collected the responses and compiled them into booklets to distribute to participants.