PALPORT
2023 - Campaign Identity Supervised by Matt Curry
Special Thanks to: Aachal Singh, Anita Sophea, Christine Bernades, Gracella Leao, Kavisha Nawinna, Zoe Fitzsimmons + My brother Jonas
I aspired to find the best way to transform what is a more unaddressed complex issue relating to assimilation, cultural identity and belonging into a positive and inspiring campaign, one that encourages people, not limited to just second generation immigrants, to delve further into their cultural heritage, fostering an inclusive environment that unites individuals in the sharing of their cultural knowledge and experiences.
At the campaign’s core, a bright chameleon mascot symbolises the triumph over the pressure to conform and ‘blend’ into one’s cultural surroundings. Through this chameleon character and an inviting, friendly aesthetic, “Palport” - a play on “penpal” and “passport” - ultimately aims to help connect people to their cultures, an opportunity not everyone may already have.
THE CULTURAL CONNECTION CART The Cultural Connection Cart is a mobile pop-up, strategically designed to be located in shopping centres to engage with a diverse, multicultural audience. Its design draws inspiration from traditional cultural food carts, evoking a sense of nostalgia. Passerbys are encouraged to download and sign-up to the Palport app by scanning the working QR code, in return for a complimentary goodie bag. There are also interactive question cards readily available for submission on the side.
“What would you like to learn about your cultural
heritage?” This question is intended to prompt individuals to
reconsider their cultural knowledge. After noting down their
thoughts, responses will be placed in different areas of the
popup for passerbys to see, read and relate to.
PALPORT APPThe Palport app is designed to allow individuals to explore, gain insights and connect with people who share the same cultural heritage as them. The app pairs up individuals with ‘penpals’ from the same cultural backgrounds, facilitating the exchange of information that can help them discover more about their ethnicbackgrounds. Offering an array of randomised or chosen prompts centered on topics like food, language, and traditions, the app serves as a valuable resource for those grappling with a loss of cultural identity or people simply seeking to deepen their understanding of their own culture(s).
GOODIE BAGSThe goodie bags distributed at the pop up cart feature a variety of fun promotional items. These include an informative flyer showcasing details about the campaign and its mascot, stickers, thought provoking bookmarks, and candies that pay tribute to the nostalgia of childhood.
Bags, Tags, Flyers and Bookmarks are printed on Envirocare 300gsm. Stickers on Silk HD Digital Gloss.
PRE-PRODUCTION WORK
DESIGN RESEARCH KITS
The ‘Activation’ 12 Week project started with creating research kits to be given out to participants. I created my design research kits to explore the perspectives and experiences of second-generation immigrants in Australia. My aim was to determine if common cultural identity issues are relevant to a diverse range of ethnic backgrounds. The kits are designed to resemble passports and include interactive questions to encourage participants to share their thoughts on various aspects of their culture(s). Additionally, the boarding passes feature QR codes that allow participants to upload photos of meaningful cultural objects.
A1 RESEARCH POSTER
From my Design Research Kit responses I created an A1 Poster, compiling the insights and data I had collected. I split up the poster into 4 notable sections - Cultural connection, Food, Language and Cultural Objects. It contains information about the aspects of culture participants embraced as well as areas they found they could have more knowledge about.
86% of participants expressed a desire to establish deeper connections with their ethnic heritage. Common concerns, including language fluency, the challenge of passing down cultural knowledge to the next generation, and the preparation of traditional cuisine, were shared among many. This discovery served as the catalyst for me to transform these shared concerns into a positive campaign, designed to encourage people to connect through their cultural backgrounds and enhance their understanding.
86% of participants expressed a desire to establish deeper connections with their ethnic heritage. Common concerns, including language fluency, the challenge of passing down cultural knowledge to the next generation, and the preparation of traditional cuisine, were shared among many. This discovery served as the catalyst for me to transform these shared concerns into a positive campaign, designed to encourage people to connect through their cultural backgrounds and enhance their understanding.