The logotype and heading font selected evoked the publication’s bold and irreverent tone. Logotype fits the “get to the point, no BS” brand personality – it doesn’t try to do anything or be anything other than what is stated. The high contrast of the sans-serif balances the aggressivity with the feeling of newness and adaptibility. The transitional type selected for the body font complements the heading font while being legible for longer text due to its wide capitals and open apertures.

The goal for this space is to create a fluid experimental context for the audience to read and explore ideas behind the installation. Accompanying the enigmatic sound in the background, the dripping ripples on the obscure grey canvas introduces the audience to the deconstructed concept of gender.

As the audience moves their cursor, they will discover that the dripping effect is interactive and is sensitive to speed and motion. Texts appear as the audience scroll vertically and horizontally. The text color is intentionally hard to read for the audience to moves the cursor to play with the fluid ripples and discover the text. This technique forces the user to physically engage and internalise the abstract concept.

The fast-paced moving texture in the background creates a game-like environment for the audience. Having no indication of where the each sound is coming from, the activity encourages the user to dive into the pool of experimentation. The shape-shifting space aims to remove the audiences’ sense of control and expections. The user is to fully immerse themselves into the space to “lose” themselves in order to find themselves again, uninhibited.