Extinction Claims project and exhibition
Our planet now faces a global extinction crisis never witnessed before by humankind. Scientists predict that more than one million species are on track for extinction in the upcoming decades. One of the main challenges in tackling mass extinction is the lack of public awareness and citizen agency.
In the project Extinction Claims, artist Paolo Cirio combines the legal concept of “environmental personhood” with the “right of nature” jurisprudential theory, informed by climate change litigations, ecocide bills, and global climate treaties to give legal rights and protection to the natural world. Cirio aims to legally accuse the international oil, gas, and carbon companies that deliberately emitted over 70% of all greenhouse gases, causing extensive damage to Earth’s ecosystems and the species dependent on them for survival.
Extinction Claims is a co-production between Baltan Laboratories in Eindhoven and MediaMatic in Amsterdam, presented at the Dutch Design Week 2021 at the Natlab.
The visual language – including posters, social media assets, trailers, bags, elements for lectures and the arrangement of the exhibition – is straightforward and minimalistic. Formula Condensed from Pangram Pangram evokes associations with appel, a protest. The blocky forms resemble letterpressed political leaflets back in the 1960s. Bold and screaming typography is juxtaposed with the classic, editorial Times New Roman, adding gravitas and credibility to the information. The “Claims” part of the logo is set in GT Super Display.
The main feature of identity is contrast and simplicity, highlighted by the use of black and white, thin lines separating text blocks, and the typeface selection. These elements create geometric, information-filled views juxtaposed with photos of endangered species of animals and plants in their natural habitat.
In the social media material, I added mesmerizing animations to emphasize extinction and the fleeting nature of life. Masked images of animals appear in blunt slogans before our eyes, helping to connect the information layer with the emotional layer. Typographic masks reveal cute photos of endangered species.
Designed by Gabriela Baka with help of Łukasz Podolak.
