Year
Year
Year
2026
2026
2026
Scope
Scope
Scope
Typography / Campaign
design
Branding /
Illustration /
Packaging
Typography /
Campaign
design
Client
Client
Client
Created in response to D&AD New Blood brief
Created in response to D&AD New Blood brief
Created in response to D&AD New Blood brief
How do you design a campaign around lowering attention spans and shape typography to reflect how people actually read?
How do you design a campaign around lowering attention spans and shape typography to reflect how people actually read?
How do you design a campaign around lowering attention spans and shape typography to reflect how people actually read?
Current Scene
Current Scene
Reading hasn’t disappeared, but our attention has thinned. We skim, scroll, and split focus across screens, turning words into something we pass through rather than sit with, until type starts to feel like background noise.
Reading hasn’t disappeared, but our attention has thinned. We skim, scroll, and split focus across screens, turning words into something we pass through rather than sit with, until type starts to feel like background noise.
The Aim
The Aim
This project visualises what happens to type when attention is lost, distorting and disrupting letterforms to reflect distraction and question how meaning survives without focus.
For Koru to stand out, it needed a fresh visual system that could reach a wider audience while staying rooted in Darjeeling, using storytelling and regional ties to place the brand in the market
Brief Interpretation
Brief Interpretation
Research & Concept
Research
Concept Development
Concept Development
Form Explorations
Form Explorations
Brief Interpretation
Research
Concept Development
Form Explorations
When attention fades, reading becomes passive and type turns into visual noise. This project captures that shift, showing how letterforms distort and lose meaning when focus is taken away.
When attention fades, reading becomes passive and type turns into visual noise. This project captures that shift, showing how letterforms distort and lose meaning when focus is taken away.
This poster series explores how attention span affects reading comprehension. Using lines from well known literary classics, each poster shows how text begins to break down and turn into visual noise when attention slips.
Each piece highlights a different distraction, with the line “This is what reading [author] looks like when [attention is disrupted].
This poster series explores how attention span affects reading comprehension. Using lines from well known literary classics, each poster shows how text begins to break down and turn into visual noise when attention slips.
Each piece highlights a different distraction, with the line “This is what reading [author] looks like when [attention is disrupted].
This poster series explores how attention span affects reading comprehension. Using lines from well known literary classics, each poster shows how text begins to break down and turn into visual noise when attention slips.
Each piece highlights a different distraction, with the line “This is what reading [author] looks like when [attention is disrupted].
Reading when attention is divided
Reading when attention is divided
Attention being interrupted by notification pings
Interrupted
Reading visualised with the modern day attention span
Attention span
Attention fading in and out
Attention span
Reading with the average 8 sec attention span
Attention span
Reading when attention fades
Fading
Reading when attention get overlapped
Interrupted
