SDA 2022–23
The Royal Society of Arts (RSA) Student Design Awards (SDA) is an annual, global competition that challenges participants to design solutions to the big issues of our time. The RSA hired me (a former SDA winner) to design the visual identity for their 2022–23 competition, but in the end, they decided not to use my concept for the identity. Nonetheless, I believed this project had potential as a case study, so I reworked it for my portfolio with permission from the RSA.
Many thanks to my points of contact during this project and its subsequent revisions: designers Aoife O’Doherty and Gabi de Rosa.
Identity Concept
Aside from adhering to the RSA’s brand guidelines, the identity needed to reflect the purpose of the SDA and unite the themes of the 2022/23 project briefs. I aimed to achieve these objectives by basing the identity on the concept of problem-solving; the final designs depict the journey from a problem/brief to a solution.
Brief pack cover. The minus sign (i.e., the RSA logo's “block”) transforming into a plus sign represents the journey from a problem to a solution.
Sample spread from the brief pack. The brief title pages adhere to the same concept as the cover, with the brief numbers replacing the RSA block.
Shapes made out of the number four that could have represented “solutions” to the fourth brief.
Shape chosen as the “solution” to the fourth brief due to its “openness” (key RSA brand value).
Complementary stickers. The shapes that represent “solutions” are more “open” in appearance than the brief numbers.
Complementary poster.
Complementary tote bag.
Brief pack cover adapted for screen presentations at key events, e.g., the Winners' Ceremony. Photo courtesy of the RSA Student Design Awards 2018–19.
Brief title page adapted for screen presentations at key events, e.g., the Winners' Ceremony. Photo courtesy of the RSA Student Design Awards 2018–19.
Banner design for the SDA's social media accounts.
Launching the competition. Music: “Elevate” by Bensound.
Introducing the project briefs. Music: “Elevate” by Bensound.
Counting down to the deadline. Music: “Elevate” by Bensound.
