وين الكهربا؟ - (Where's the electricty)

Campaign Visual Design

This project is part of my final year project (FYP) at the American University of Beirut.

Campaign Values

وين الكهربا؟ - (Where's the electricty?)

Weyn El Kahraba (Where's the electricty?) is a campaign promoting the fundamental rights of Lebanese citizens to access electricity, while condemning the corruption within the sector. The campaign employs public interventions, a series of posters, and a digital platform to raise awareness and address the issues at hand.

THE INTERVENTION

The public intervention requires the use of glow-in-the-dark paint and brushes with the aim of drawing attention to the numerous poorly illuminated streets in Beirut. These interventions are specifically designed to take place at night. In daylight, they remain inconspicuous, but upon exposure to intense lighting or sunlight, the paint will glow in the dark. This method is intended to underscore the prevalence of poorly lit streets in Beirut, including inactive, unlit poles.

On the left are images of my initial prototype, illustrating the product tested in the dark streets of Beirut. Below, you'll find simulations of the interventions. All the pictures captured by me.

I crafted hand-lettering to embody the boldness and raw essence of my campaign. My goal was to convey my message through distinctive lettering, serving as a signature that complements my interventions. I drew inspiration from the Ruqaa' font and considered the little details such as stencil cutting resulting in lettering without counter forms. This design choice facilitates quicker application.
Additionally, I also designed some icons to complement the overall visual narrative.

THE POSTERS

My posters are structured around two series that can either collaborate or function independently. They are categorized into two sections: "The Issues" (left side) and "The Call for Action." (right side) One series addresses the challenges we face, while the other serves as a call to action to respond and assert our rights. Each poster follows a squared structure, where all elements are centered, creating a clear hierarchy as outlined below. This layout system facilitates the posters working together and being displayed side by side.

THE PAMPHLET

The accordion-shaped pamphlet provides general information about the campaign, offering insights into Lebanese electricity and the issues that deserve visibility and awareness among the public. It is available in various colors, with green and black being the primary options, and the back image can be modified.