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TROPHY


Design For Good  
Wintersession 2020  
Professor Annalisa Oswald
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Akzidenz-Grotesk

 
This project was a continuation of my project: Trophy Cabinet. TROPHY is a designed brand identity for an advocacy campaign against unsportsmanlike trophy hunting. 

The brand’s mission was to essentially “flip the script,” promoting popularly hunted animals as now, “the hunters” and humans, “the prey.” In order to be even more provocative to result in change, the idea was to exhibit large displays of these animals in public environments, invading popular human places as we do theirs. While looking aggressive and ready to attack, the animals are to make humans feel uncomfortable as they walk by. Once the humans get close enough, a harmless red laser dot would be cast on their forehead, simulating the experience of what it feels like to be the target. 

Using materials such as mirrors and reflective mylar, humans would see their reflection behind disturbing design elements like targets or gun red laser dots and reflect...empathizing with these unnecessarily targeted animals. 

Simply put, there is no reason in killing an innocent animal to display its head as one’s trophy.


“Deer hunting would be a fine sport, if only the deer had guns.”
—William S. Gilbert



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^^Pictured above are Professor Annalisa Oswald & classmate








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© 2020 MADISON LEDFORD
RISD Alumni
 ‘20 Graphic Design BFA