“Helvetia” is a project celebrating and exploring the meaning of 21st century Swiss national identity through visual communication. Swiss Style, an integral part of 20th century Swiss visual communication, has been used as a tool in this project, and reinterpreted in order to convey emotion. There is room for many more projects in the future regarding other Swiss realities.
In order to address various narratives and themes relating to Swiss identity, "Helvetia" consists of 6 sub-projects. Each project triggers a discussion of where Swiss national identity lies when linked to history. This is needed in order to truly represent a modern 21st century Swiss national identity that can grow from its past.
“We know better where we go when we know where we come from.”
Coat of Arms
Exploring regional identity through revitalising the 26 canton coat of arms flags. Introducing a modern twist, focusing on geometric symbolism through the use of small circles, representing unity and the many entities that make up a community. Circles will be a reoccurring symbol within my body of work.
Circles represent a cycle of history always rewriting itself, a more dynamic reminder to keep pushing for change + for a better future. These flags could be integrated on official Swiss documents, or as QR codes redirecting the user to a cantonal website.
Exploring visual + design identity through the celebration of Swiss Style and practitioners.
Paying homage to 9 key Swiss designers: Josef Müller-Brockmann, Herbert Matter, Max Miedinger, Max Huber, Wolfgang Weingart, Emil Ruder, Max Bill, Armin Hofmann, Hans Neuburg.
The Dress of the Women Less Heard
Exploring Swiss socio-political identity
in regards to women's suffrage.
Swiss women obtained the right to vote in 1971 however, women of the canton of Appenzell Innerrhoden had to wait until 1991 to vote locally. Women’s voices were disregarded.
As a modern symbol of history rewriting itself and power, the face of Marie Goegg-Pouchoulin (1826), the first Swiss feminist, pioneer in the women’s rights + peace movement and founder of l’Association Internationale des Femmes, made up of circles is embroidered onto fabric transformed into a traditional folk dress, worn by women in the past.
Redesign addressing domestic violence.
Walking by this clock, nothing seems to be wrong, until you see the birds shadow, noticing the bird is trapped inside. Something unnatural, something particularly dangerous for those stuck with their attacker during confinement with no access to help. The aim of this clock is to remind people that this is a 21st century Swiss reality.
2/3 of victims are women and 1/3 are men. The number of women dying due to DV is higher in Switzerland than in many other European countries. 19 women’s shelters turned away 500 requests last year due to lack of space, 806 others were not admitted for other reasons.
Created on Cinema4D
On your Radar
Exploring the more quirky aspect Swiss authority + control through a typology of the big brutalist blocks of cement known here as speed cameras (radar in french). Many have been vandalised by spray paint or painted carefully to match the location.
Bring awareness to domestic violence in regards to children in Switzerland, through a campaign of designs, using circles to depict statistics, campaign featured on speed cameras that many cars drive past. One in five children in Switzerland are beaten in their domestic environment. Two out of five children are vulnerable to “lighter violence”
Exploring Swiss stereotyped identity through the use of irony + reinterpreting Swiss kitsch. Public transport seating proposition exploring how to show national identity through irony + more subconscious means of communication. Illustrated through little circles, contributing to the illusion of masking everyday dirt.
Stereotypes featured : Heidi, Edelweiss, Skiing, Nature, Fondue, Cows, Cuckoo Clocks, Cheese + Swiss longhorn.