idle
Brand Strategy | Identity Systems
fuck it…. fuck it… fuck it….
idle is an event and social experiment based in downtown Iowa, designed to shift the perception of laziness from negative to positive. It invites passersby to pause, sit, and do whatever they feel like in a still yet bustling environment, capturing the unspoken, unexplored waves of thought that emerge in idleness.
Participants are filmed and asked to write their thoughts on a provided canvas, which are then displayed on the ground around them. Simultaneously, the footage is live-streamed onto nearby buildings, projecting a collective moment of introspection into the heart of the city.
The typography used throughout the project echoes the raw energy of street style, while graphic elements are directly inspired by the spontaneous drawings left by participants on the board, turning their fleeting thoughts into a shared visual language.
Instructed by: Carolina Trigo
Brand Identity
A moment of calm
"IDOL" — A reflection on how we worship others, yet often forget to honor ourselves in moments of stillness. In every idle moment lies a chance to become your own idol.
Let me know if you want it more conceptual, minimalist, or edgy.
Visual narrative
Stillness captured in frame
idle is a social experiment in downtown LA that reimagines laziness as a space for reflection. Passersby are invited to sit, be filmed, and write their thoughts on a canvas. This footage is live-streamed onto buildings throughout the city, with their written reflections displayed on the ground around them.
Participants can later view the stream in public spaces or online as a short film of their experience.
How do unspoken thoughts shape our perspective and physical state?
The posters.
A Moment in Time
Telling a story with the image to draw the viewers in, from someone who knows the culture, they’ll feel the nostalgia, while those who don’t will be drawn in by the images.
The book.
A time capsule of Taiwan
The collaterals.
A piece of memory
These collaterals are designed specifically for the book exhibition event. While the book itself is available for purchase, attendees will receive these items as souvenirs, a small keepsake to remind them of the project and the experience shared at the exhibition.
