AIGA MN
Design Camp

AIGA MN came to us with the idea of "duality," the words "What you think we are, we are. What you think we are, we are not", and a strong desire to break from the overly-designed, idealistic midwestern tradition.

We vetted many different specific dualities, but in the end settled on an approach that allowed us to speak to them all. We wanted to create a voice for design camp that stripped back the facade of design and furthered conversation. We didn't want a design system that was buttoned up or slick, but one that needed to be wrestled with and, most importantly, read. Each Design Camp piece has its own context and type treatment fitting that context.