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.
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.
Shouting out the unsaid
Using what participants wrote and drew, no matter how weird or out of place it may seem, the voice is to be heard not only to us (the interviewer) but also to everyone else whom it may concern.
The book.
A window to idleness
The collaterals.
A piece of memory
These swag items are meant to be taken by the pop up event goers, their words or thoughts are printed onto the said merchandise as a reminder to speak aloud even if the things in your mind seem unimportant to others. Because who knows, someone might just be listening.
