With over 2,500 national and international designers and hundreds of thousands of visitors, Dutch Design Week in Eindhoven is Northern Europe’s largest design event. The theme for 2016 was ‘The making of’, a salute to the creative process and its creators. We developed an integrated campaign that was both recognisable and confrontational for the design world, yet striking and challenging for outsiders.
Whilst conceiving, creating, falling and standing back up again, every designer has their own mantras, mottos and bits of wisdom. We used these design mantras to capture the imagination, to speak to everyone. We brought the mottos to life in raw, unpolished design, with images that spark rudimentary emotions. And with the online Design Mantra Machine everyone can convert their design motto into their very own hypnotic mantra.