The Datalogue
Experience & Brand Design

CONTEXT. 

With big data comes big responsibility; this was the central theme of SVA’s MFA in Products of Design’s sixth annual showcase at Wanted Design, a part of NYCxDesign 2018. The timely exhibition exposed the data mining process used by large tech companies to create highly targeted advertisements and influence user behaviour.  

 

We created The Datalogue, a four-part stationary machine which emulated the systems and unmasked the consequences behind data collection. The exhibition transformed data mining into a visible, tangible process. The Datalogue aggregated participants’ data points through a series of four tactile interaction stations. At each station, guests were prompted to answer seemingly innocuous questions. Each of their answers was marked on a card that they received upon entering the exhibit. After the guest completes the final interaction, it is revealed that each of their “arbitrary” responses translates into a surprisingly accurate assessment about their personalities — such as level of extraversion or conscientiousness. 

COLLABORATORS. 

- PoD Class of 2019

MY ROLES. 

– Leading the wardrobe team        of 3 designers
– Ensuring brand cohesiveness
– Budgeting

– Buildout

FEATURED IN. 

– New York Times
Wanted Design 2018
MFA Products of Design

Assessment of personalities based on the PNAS report turned out to be surprisingly accurate.

 

Data points were selected and used in the exhibition carefully to translate the “arbitrary” responses.

Higher IQ

The Godfather
Mozart
Thunderstorms
The Colbert Report
Morgan Freemans Voice
The Daily Show
Lord Of The Rings
To Kill A Mockingbird
Science
Curly Fries

Liberal & Artistic

Oscar Wilde
Charles Bukowski
Sylvia Plath
Leonardo Da Vinci
Bauhaus
Dmt The Spirit Molecule
American Gods
John Waters
Plato
Leonard Cohen

In a Relationship

 

I Love My Husband
Kids
Circle Of Moms
Parents Magazine
Tacori
Weight Watchers
Scrapbooking
Huggies
Box Tops For Education
Babies R Us

Lower IQ

 

Jason Aldean
Tyler Perry
Sephora
Chiq
Bret Michaels
Clark Griswold
Bebe
I Love Being A Mom
Harley Davidson
Lady Antebellum

Conservative

NASCAR
Austin Collie
Monster-In-Law
I don’t read
Justin Moore
ESPN2
Farmlandia
The Bachelor
Oklahoma State
University Teen Mom 2

SIngle

J.Cole
Hunger Games
Ign.com
Kassem G
Sonny With A Chance
Usain Bolt
2ne1
Mangastream
Sportsnation
Maria Sharapova

Brand Voice

The Datalogue is

Engaging.
Audacious.
Playful.
Enlightening.
Challenging.
Germane.

The Datalogue is NOT

 

Restrained.
Hesitate.
Naive.
Monotonous.
Fearful.
Extraneous.

Brand Colors

Cold Data Blue

HEX 002D72
CMYK 100 / 061 / 000 / 055
Pantone 288 C

Pixel Yellow

HEX F1C400
CMYK 000 / 020 / 100 / 002
Pantone 7406 C

Platfoam Blue

HEX B1E4E3
CMYK 023 / 000 / 010 / 000
Pantone 317 C

Metal Teal

HEX 00968F
CMYK 016 / 097 / 086 / 054
Pantone 7716 C

Machiene Red

HEX E4002B
CMYK 000 / 093 / 079 / 000
Pantone 185 C

Cranbyte Red

HEX 7C2529
CMYK 023 / 000 / 010 / 000
Pantone 1815 C

Logo

Type

We used  Roboto Condensed for header text (Bold & 50pt)

Our 2nd header text was Roboto – Medium & size 14pt

The body text was Roboto – Light & size 10pt

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