Each year Fjord release a series of insights looking at what's ahead for the future of business, technology and design - the 2020 edition brought some provoking themes to light.
The overall direction came directly from the text - manifesting in a turbulent, sometimes funny, rebelliousness and belief everyone has the power to spark change. The visual and mechanics encourage people to be actively engaged and have a voice; to interact and collaborate with the world and dare to be a bit more rebellious. Activism, fly posters, Terry Gillian's work on Monty Python and propaganda are reflected in the overall visual style.
The report was given its own identity, including logo, flexible colour palette, texture set and style guide.
The Lighthouse and it’s beaming earth beacon (along with human, emotional messaging) represents the direction of businesses should follow in order to survive The treacherous waters and dangerous rocks represented by traditional business symbols.
Godzilla represents the digital disruption that is breaking down the conventional pillars of traditional banks and the finance industry.
The people shown illustrate the ubiquity of the facts within the trend, and that everyone is becoming a barcode.
This visual illustrates the contradiction Outlined within the trend and how businesses need to understand the dilemma that their audience is facing. The avocado symbolises this neatly as it is perceived to be a green, trendy food. However in reality its cause for much conflict across the globe and is often imported vast distances. ‘Consumer’ is crossed out as in the text it highlights how the term will no longer be used.
The traditional perception of intelligence and how we celebrate it is symbolised here by the statue of plato, we’ve wired him up to show how digital and technology is shaping and changing that perception.
The visual directly references the evolution (and ubiquity) of our digital personas and how they are manifested (avatars)
The vitruvian man represents the old consumer centric approach to design (and is a design icon in itself), he's had his centre ripped out and filled with signifiers of new design business need to consider.
A new, responsive website was also designed, giving users access to the trend overview and PDF download.