You walk. We stand. They sit.
Development of the “Metropicket” Campaign Style
Metropicket was a grassroots movement held in 2020-2021, created as a response to the de facto ban on mass protests in Russia. People would stand at designated times near metro stations with single-person pickets, allowing for wider reach while avoiding detention under the new protest regulations.
The Challenge
The handmade posters created by participants were often poorly visible and lacked a unified style. The goal was to develop a design that any participant could easily modify and print themselves.
The Process
I took on the dual role of both designer and strategist, planning the visual communication for the campaign. The process involved:
- Concept Development: Establishing key visual elements that would be easily recognizable and memorable.
- Poster Frame Design: Creating a universal frame with a dominant red color, adaptable for black-and-white printing.
- Typography Design: Selecting a bold and legible font for headlines and key phrases on the posters.
- Highlighting Key Phrases: Implementing a red rectangle with white text to emphasize important messages on the poster.
- Creating a Recognizable Logo: Designing a logo featuring a rectangle and the letter “M,” styled after the Moscow Metro logo to reinforce the connection to the protest’s location.
The Solution
The result was a cohesive brand identity for the Metropicket campaign, including easily adaptable posters and a recognizable logo. The style enabled participants to independently create impactful visual materials, both digitally and by hand, while staying aligned with the overall campaign concept.
The campaign’s slogan, “You walk, we stand, they sit,” which I also created, perfectly complemented the visual design, amplifying its message and emotional impact.
This project showcases not only my design skills but also my ability to strategically shape a visual identity that drives engagement and ensures message clarity. By creating a flexible, powerful visual framework, I empowered a movement, ensuring that its message remained consistent and impactful across all participants.
The campaign’s slogan, “You walk, we stand, they sit,” which I also created, perfectly complemented the visual design, amplifying its message and emotional impact.
This project showcases not only my design skills but also my ability to strategically shape a visual identity that drives engagement and ensures message clarity. By creating a flexible, powerful visual framework, I empowered a movement, ensuring that its message remained consistent and impactful across all participants.
