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Greed is out, Empathy is in POSTER PROJECT 2012


Poster Project





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Introduction In our current society communication is increasingly based on images. Various platforms are within everybody’s reach and the amount of information available via the Internet is vast. The supply of information is addictive for many people; 24 hours a day we view what is happening in the world. Both far off and nearby. A combination of smart hardware and online software enables us to share our thoughts at any time. This satisfies two addictions for information: our own and that of our friends. Preferably, we like to receive information as short and regularly dosed shots. The consequences of this information addiction are enormous. The saying ‘knowledge is power’ is proven time and again. At a personal and at a political level. Recent movements such as Occupy and the Arabian Spring arise

from this need for information. Worldwide networks mean that there is now a way of publicly monitoring democracy. This induces the desire for a transparent world. Transparent World A graphic designer has the power to make the world transparent. Because of the enormous quantity of visual stimuli in our environment, it becomes increasingly difficult to pinpoint the message of an image or to see it in its proper perspective. A transparent design can influence people’s behaviour and awareness. Traditional views of design no longer suffice. That is why new tactics are now necessary to clarify (often complex) information in a way that the public can understand, remember and interpret. Visual Storytelling Designers are now falling back on the way of transferring

knowledge that has been used since prehistoric times. The designer as storyteller, but then in a contemporary remix. This development is internationally dubbed visual storytelling and is not only appropriate for editorial illustrations and data visualisations, but

that the designer has a very important function (editor and director) in a society dominated by images.

for almost every type of graphic expression. Visual storytelling broadens the profession of graphic design. Other disciplines such as photography and animation are mixed with new image forms, frequently on a crossmedia platform.

by biologist Frans de Waal: ‘Greed is out, empathy is in’. This rather tongue-in-cheek statement encapsulates the challenges a new transparent society is facing and trying to change.

Graphic Design Festival Breda (GDFB) shows how and why contemporary designers translate a message into a story. The festival aims to show what role a designer plays in positioning the elements of a story and how these stories are experienced by the public. In this way it becomes clear

Greed is out As premise for the new visual stories that will be commissioned by the festival, we are taking a statement

For the third edition of GDFB we invited 45 designers to visually interpret the statement ‘greed is out, empathy is in’. They all interpreted the statement in a unique way, causing the project to provide insight in the way contemporary designers use their creativity and skills to visualize a message.

The results were exhibited in the public space of Breda during the festival (19-23 September, 2012). GDFB fans aspiring to exhibit amongst the international selection of designers were able to submit posters through an open call. This resulted in entries from all parts of the world; including Bulgaria, Greece, Italy, England, Spain, France, Belgium, and of course the Netherlands. A jury consisting of veteran designer Henk Cornelissen (former teacher AKV|St.Joost, known for collaborating with Saul Bass) and the brothers Barry and Rob van Dijck (a.k.a. Breda based studio Staynice) took up the difficult task to select 5 winners. Each juror also got to select a personal favorite, resulting in a total of 8 fans being able to exhibit.

of the makers, eliminating any form of bias. Generally, the jury was very impressed by the quality of the entries, Frans de Waal’s statement was visualized in surprisingly diverse and original ways. It was remarkable how many designers use the poster medium to interact directly with the viewer by adding both physical and virtual layers. The jury unanimously chose 5 winners. The winning designers are not trying to depict general themes, but have chosen to visualize a small story to show the bigger picture. The entries of Friso Blankevoort, Kenzo Myama Kramarz, Bas Breugelmans, Aron Vellekoop Leon and Alfons Hooikaas made the selection. The ‘wildcards’ went to Morlok Hasselbach, Leon Poirters and Ropp Schouten. Open Call Winners

All entries were viewed by the jury without being aware

Wildcard Winners

Graphic Design Festival Breda 2012, Kasteelplein


Alfons Hooikaas Magdalena Phiel

Almanak Marcel Hausler

Aron Vellekoop Leon ME Studio

Baster Merijn Dietvorst Bureau Breugelmans

Morlok Hasselbach

Cobbenhagen Hendriksen

Nicole Martens

Dominique Ampe Niels Berk

Erosie Noortje van Eekelen

Etienne van Mil Pinar & Viola

Father Futureback Raymond Lemstra

Feixen Rejane Dal Bello

Freshco Ropp Schouten

Genis Carreras Rutger Termholen Gorilla Sjoerd Koopmans & Clara Kerkstra Het Echte Werk Stefan Glerum

Holy Grey Studio 923 Inbal Kaplan - Harari

Studio Naam

James Victore

Studio Beige

Jan en Randoald Studio Sigma Delta Judith vd Velden

Studio wilfredtimo

Julien Simshauser Suzanne Caerteling

Kekfeng Lee Team Thursday Kenzo Mayama Kramarz


Koen Taselaar UNIT20

Leon Poirters Yomar Augusto Ludwig Volbeda

Moneytree Many symbols in our every-day world are detached from their original context. “The eye does not see things but symbols of things that mean other things” (Italo Calvino). If we look at money, we see symbols. Although a money bill signifies “trade”,”wealth” or “power”, the symbols on this bill hail from a different origin. A variety of these symbols represent” nature”. Repositioned to their original context these nature symbols create the Moneytree.

Alfons Hooikaas graduated from the Arnhem School For The Arts in 2005. From 2005 to 2009 he worked on editorial, interactive and identity design for commissioners like “PeterGreenaway”, “Jan van Eijck Academy”, “Karl Lagerfeld Jeans” and “Van Abbe Museum”. In 2010 Alfons co-founded the Zicoya filesharing platform and started personal projects about “the visual experience of information”. These projects include interactive games based on real-life data and work about the origins of symbols.

This poster beckons you to come closer, to discover and recognize all the symbols that are incorporated in it. Often the symbolism used in monetary design refers to prosperity and power. But people often forget that these symbols represent natural forms.






COBRA MUSEUM 750.000 0

HET SCHEEPVAARTMUSEUM 10.202.598 8.565.000

IMAGINE IC 115.000 0

TEYLERS MUSEUM 2.832.661 2.542.000

JOODS HISTORISCH MUSEUM 3.204.357 3.155.000



VAN GOGH MUSEUM 7.515.000 6.666.000

KRÖLLER-MÜLLER MUSEUM 7.081.000 6.957.000 LETTERKUNDIG MUSEUM 2.892.732 2.220.000 508.972



MUSEUM BOERHAAVE 4.927.159 4.678.000 MUSEUM CATHARIJNECONVENT 4.598.784 4.508.000 MUSEUM MEERMANNO 1.710.068 1.385.000 MUSEUM VOLKENKUNDE 10.552.508 10.107.000 NATIONAAL GLASMUSEUM 165.000 157.000 NATURALIS 16.300.000 15.810.000 NEDERLANDS FOTOMUSEUM 1.210.000 1.095.000 NL MUZIEK INSTITUUT 539.000 0 NL OPENLUCHTMUSEUM 11.092.000 10.992.000 PALEIS HET LOO 11.987.000 11.181.000 PERSMUSEUM 361.400 0 RIJKSMUSEUM AMSTERDAM 27.899.699 26.093.000

ZUIDERZEEMUSEUM 7.543.149 7.441.000


DE VLEESHAL 200.000 0 WITTE DE WITH 500.000 500.000 200.000

ARTZUID 430.000




DE ATELIERS 800.000 0 RIJKSAKADEMIE 2.500.000 0


DE APPEL 500.000 500.000









KUNSTHAL 350.000 0

NIADEC/AVE 7.800.000 7.810.000 DROOG DESIGN 475.000 100.000 SUPRA-SECTORAL





MARRES 500.000 500.000 500.000



ARCHINED 70.000 0



ARCHIPRIX 225.500 225.500


EUROPAN 429.300



ONOMATOPEE 150.000 0

SUBMARINE 475.000 350.000


WAAG SOCIETY 600.000 500.000



SMART PROJECT SPACE 400.000 0 STROOM 500.000 200.000

450.000 200.000 588.750 The numbers mentioned on this poster are subsidy amounts per year for a selection of cultural institutions (fine arts, design, architecture and e-culture) as advised by the Raad voor Cultuur (the



0 400.000

Dutch Council for Culture) in Slagen in Cultuur, Culturele Basisinfrastructuur 2013 – 2016, and the Stimuleringsfonds voor Architectuur (The Netherlands Architecture Fund) in Advies Meerjaren-

plannen 2013 – 2014. For more information, see the aforementioned advisories. Graphic Design Festival Breda 2012 Poster by Almanak

Cultural Cut backs The numbers mentioned on the poster, are subsidy amounts per year for a selection of cultural institutions (fine arts, design, architecture and e-culture) as advised by the Dutch Council for Culture and by The Netherlands Architecture Fund in their advice report for cultural subsidies. As seen on the poster, a vast number of cultural institutions will probably be annihilated by our own government. As a result they’ll disappear completely from the Dutch cultural landscape.

Almanak is an Amsterdambased graphic design collective founded in 2011 by Barbara Hennequin, Jeremy Jansen and Rob van den Nieuwenhuizen.

Our Inner Ape This poster is a visualization of Frans de Waal’s idea of ‘our inner ape’. The idea centers around the concept that a person consists of two personalities, the good and the bad. Aron’s poster is an abstract visualization of feelings, thoughts and wishes of greed and empathy. The poster shows contrast of the two extremes and with that, the onimpresence of inner chaos.

Aron Vellekoop León (Fuerteventura, Spain 1987) is a graphic designer & illustrator, living and working in Zeist, The Netherlands. His work is mostly about systems, routines and behaviors . It’s best described as infographical observations of our daily life. Being inspired by traditional printmaking techniques, Aron always stays close to these technical ways of designing.

The jury unanimously agreed with this poster, greed and empathy are two extremes that are often felt by one person. The from origin Spanish designer, who now lives and works in Breda, tells the visual story of the contrast between these two extremes and shows us the ever present chaos in our heads.

Multi-tasking Hands indicate the autonomous, creative range of consciousness. They embody efficiency, diligence, adaptation, invention, selfexpression, and possession of willpower for creative and destructive purposes. The hand that gives. The hand that takes. The hand that makes. The hand is, in our multidisciplinary world, a multitasking tool. Bas decided to equip his hand with an extra tool. Sort of an evaluation you might say.

Bas Koopmans, works in Amsterdam. Under the name Baster makes things for clients with a pen, pencil or magic wand. He rarely does it the easy way. As a collaborator, artist or friend Bas demands you keep up with him.

Let’s make a poster together If we can’t do it together, what can we do?

Bas Breugelmans is a graphic and interactive designer. With Bureau Breugelmans and collaborative designers he gives the best of himself to enrich every client, no matter how big or small, with distinctive design. “Because a good identity says as much about the messenger as the message itself,” says Bass.

A simple but positive text from Rotterdam based designer Bas Breugelmans. The poster asks for cooperation, compassion and understanding. If there is need for empathy it’s in sticking together like chewing gum!

ABC Primer – Rainbow Series For no particular reason, other than for fun (or means of selfreflection), Cobbenhagen Hendriksen reinterpreted the (typo)graphic solutions from commissioned work through their ABC of design ‘principles’ (A is for Awareness, B is for Beauty, C is for Commitment ...etc.). Experiments in the silkscreenworkshop led to this (still) evolving posterseries with the ground rule that the series is always an alphabet (one in = one out) and screenprinted according to the spectrum of the rainbow; starting with a dark red ‘A’.

Based in Amsterdam, Cobbenhagen Hendriksen designs books, magazines, visual identities, campaigns and self-initiated projects. Standing for a thorough comprehension of their commissioners requirements and initial question, their approach is a conceptual and experimental one. The singularity of every project pushes them to find forthright answers with the designs and to achieve uniqueness in form. By taking every detail and decision in the design process in consideration they maintain a high standard. This results in the works for example for, De Hallen Haarlem, Tubelight Magazine, the Netherlands Media Art Institute, TNT Post, Veenman Publishers and the Jan van Eyck Academy.

Let’s Create Things That Last Frans de Waal’s experiments showed elephants working together to tackle food and monkeys sharing their food when they had enough. Dominique and Michiel wanted to see the “working together” aspect back in their design. They thought people should cooperate to make their message visible. The message that becomes visible is derived from the quote “The idea of trying to create things that last - forever knowledge - has guided my work for a long time now” of Edward R. Tufte. In times of a crisis that originated from greed, nothing is more important than creating sustainable things. That’s why the phrase ‘try to create things that last “will only be visible when we work together.”

Dominique Ampe graduated as a graphic designer at AKV St. Joost Breda in 2011. After her graduation she moved back to Belgium and started to work in collaboration with Michiel van Heeswijk under the name NTWRP.

WAR! Erosie believes that an increasingly transparent world is a world with an immense increase in information that decreases in relevance and only clutters the short term memory while pushing aside the important stories. We are not only living in the information age, we’re also in the middle of an information war in which the gathering of information itself has become the end, not the means to an end. Are we really saving time while gaining knowledge in this way‌ Or should we just stop Facebooking?

The work of Erosie is rooted in various disciplines, from graffiti to conceptual art, from illustration to typography. He connects these seemingly segregated areas in a natural and skillful process, reflecting his personal thoughts, doubts and experiences while constantly evolving his visual output as a result.

Greed is Out? What happens to a poster on which coins can either be added or taken of? This poster is a social experiment to test the behavior of the public. What message is the most popular? Greed or empathy?

Etienne van Mil is studying at AKV St.Joost in Breda. He designs in an interactive, generative but also manual style and always chooses projects for a particular design method.

Abstract Absurdism Father Futureback translated the GDFB2012 theme in his own absurd way and needs no further explanation.

Father Futureback graduated in 2010 at the Royal Academy in The Hague. Since then he has worked for various clients and he produces collages, drawings, posters and tattoo designs at a great speed. Father Futureback is also the lead singer of the punk band “Adolf Butler� and sings solo music under the names: Safe Swim, Iron Broom, Moccasin Headwalk, Minnetonka Heaven and Woman Bloopers. His interests range from Rococo to Heavy Metal culture and from Der Blaue Reiter to detectives.

A House of Cards A tower of money, at the moment of collapse. As a metaphor for our fragile financial system which is based on greed, power and blind megalomania. Today it

Feixen is the graphic design work of Swiss Felix Pf채ffli. He graduated in 2010 and started his own studio Feixen. In the summer of 2011 he was appointed as lecturer at the

seems that it only takes one reckless move of a player and a whole country goes down the drain.

Lucerne School of Graphic Design to teach in the fields of typography, narrative design, and poster design.

Prince of Thieves Based on the statement “Greed is out, empathy is in” by biologist Frans de Waal, Freshco created an image of the personification of the struggle against “greed”, namely Robin Hood. Robin Hood is the ultimate empathetic neighbor, who literally fights and steals to help his poor fellow creatures.

Freshco is Friso Blankevoort, a designer based in Amsterdam. He graduated as illustrator at the Willem de Kooning Academie in Rotterdam in 2006. Design and illustration work has become his full-time occupation. Even though the medium keeps changing, the work of Freshco is recognizable as soon as you start noticing the simple and two dimensional aesthetic, the underlying humor and recurring themes.

‘Steal from the rich, and give to the poor!’ If there is one person that perfectly represents empathy its Robin Hood. The Amsterdam based designer Friso Blankevoort illustrated the legendary character in a simple and clear fashion. The jury is however very curious where the arrow is pointing to...

empathy is in greed is out

Geometric Greed Empathy is all about learning to walk on the same direction; to put yourself in someone else’s situation. It doesn’t matter where is the path going, it only matters whether we walk through it together, in harmony, like two sides of the same paper being folded and becoming one.

GenĂ­s Carreras is a Londonbased graphic designer born in Catalonia. His work is simple yet striking, using colour and geometry to create beautiful and functional designs. Genis graduated in Graphic Communication and also in Multimedia Design in Spain. He has been involved in a wide mixture of projects, including branding, web, icon and poster design for clients around the globe including Sony Music, O2 or Fast Company. Currently he works as a freelance designer while also working for 10:10, a non-profit organisation to tackle climate change. Genis is author of Philographics, a poster project that boils down philosophical theories into geometry and colour, which is currently in the process to be published as a book.

Intimacy and social media Groene Amsterdammer 17 juli 2012

The Dutch graphic design studio Designpolitie (Richard van der Laken and Pepijn Zurburg) is celebrated for its fresh, deceptively simple and direct approach to graphic design. Among other projects, Designpolitie (“Designpolice”) is behind the review column ‘Gorilla’ in the Dutch newspaper De Volkskrant and weekly magazine De Groene Amsterdammer, in which the team reacts to current affairs with word-and-image graphics.

Play Together, Share Together The phrase “Play together, share together” is learned by every child at an early age. It is something they say to each other when they play in the kids play corner. A little education in words. The simplicity and the truth in these words may be applied to the time in which we live. Play Together, Share Together. The Real Work.

Het Echte Werk (The Real Work) is a design studio in Rotterdam founded by Job Rompa, Jos Kel and Nick Jacobs. The studio is specialized in designing corporate identities, books, magazines, posters and fonts. Commissioners include Con’Fetti Reclame, Dansateliers, Digital Playground, DLVS creative services, Electron, Het Zuidelijk Toneel, Milieudefensie, Podium Duycker, Popunie, Reload Magazine and Toneelgroep Siberia.

Who you gonna call? For the poster project Holy Grey introduces a new superhero. In times of economic uncertainty, the “Graphic Design Super Hero” will fight against cultural cuts and supports the designer in his search for new clients and initiatives.

Holy Grey is a collective of like-minded graphic designers, founded in 2009 by Mariëlle van Genderen (Amsterdam), Rob van Leijsen (Genève) and Hanneke Minten (Rotterdam). Operating from different locations, Holy Grey mainly aims at self-initiated projects and collaborative projects in the cultural field. The desire to keep each other focused and execute collective ideas is the starting point of each project.

The Revolution Will Not Be Televised “The Revolution Will Not Be Televised” is the title of a song by Gil Scott-Heron, written in 1970. The title inspired Inbal’s poster, referring to the latest social revolutions: the Occupy move-

Inbal Kaplan-Harari (Tel Aviv, Israel) graduated as a graphic designer from the Royal Academy of Art (KABK) in 2010. She first worked as a junior designer at WIM Ontwerpers. Her work

ment, the Spanish Revolution, the Arab Spring and the social revolution happening now in her own country, Israel. Inbal thinks Facebook is a great tool, but the real revolution, the one that will not be televised, can only happen in the streets.

appeared in NRC Next, NRC Handelsblad, Centraal cultuur and Mister Motley. Since 2011, Inbal has been working as an independent designer, developing her unique visual language. She specializes in concept development, typography and print, but she’s also active in the digital world.

James Victore is an author, designer, filmmaker and firestarter. He continually strives to make work that is sexy, strong and memorable; work that tows the line between the sacred and the profane. Recently described as “part Darth Vader, part Yoda,” Victore is widely known for his timely wisdom and impassioned views about design and it’s place in the world. He expresses these views and teachings through his numerous lectures, workshops, and writings. James’ work has been exhibited at the Museum of Modern Art in New York and is represented in the permanent collections of the museums around the globe. His work was recently published in a monograph titled, “Victore or, Who Died and Made You Boss?”

Thumbs up Jan W. Hespeel and Randoald Sabbe graduated respectively in the free graphics and graphic design department at Sint-Lucas Ghent. They were very polite to each other but never had a conversation though. They started to teach at Sint-Lucas in 1997 and soon a certain synergy appeared. In 2004 they started their collaboration and named their studio ‘Janenrandoald’. It is now one of the most awarded graphic design studios in Belgium. Some of their clients: Antwerpse Musea, STAM/Stadsmuseum Gent, Concertzaal De Bijloke, Witte Zaal, De Werf Brugge & Véronique Branquinho. About their work: “we sit back in front of our computer screen and discuss a lot until one gives a pass and the other one scores!”

Lady Empathy Although empathy may sound as one of the seven virtues, it is in itself neither good nor bad. As a social capacity it automatically evokes emotional response, but never directly leads to action. Certainly it is no guarantee for ethical decision making. However, being able to trigger empathy can be of great value.

Judith van der Velden is an independent graphic designer based in Amsterdam. In her work she combines an analytic approach with an aesthetic and fashion-conscious visual language. Next to her commissioned work she also selfinitiates projects.

Fusion of Empathy The Poster “Fusion of Empathy” shows three individuals that live together inside an enclosed system. They know what they love to do and share their principles,

Julien Simshäuser is a graphic artist and designer working and living in London. He was born in France, grew up in Heidelberg, Germany and studied Visual Communication at Bauhaus-

emotion, perspective and identity to reach Weach other.

University Weimar. He is part of a young generation of designers that grew up with computers and a socially networked internet. He creates static, moving and interactive visual worlds, always with the desire for a strong graphic quality. Technology and experimentation encourage him to push the boundaries of Graphic Design.


A man with flower A man with a flower skirt and a flower hat is a metaphor for the equality between genders. The man accepts different possibilities but at the same time retains his own moral values. The flower skirt represents the innocence and simplicity without distractions of the materialistic. The Ear represent thinking from different perspectives to understand one another and to be able to accept oneself and others. The upside down position triggers the feeling of empathy and critical thinking among the viewers.

Kekfeng Lee graduated in graphic design from the Malaysia Institute of Art. He moved to The Hague in 2009. He graduated two years later from the Royal Academy of Art in The Hague. Kekfeng works for design agency Studio Dumbar. His work includes typography, corporate identity design, lettering, interactive media and image concept.

Brink of Collapse The world financial system not only isn’t functioning, it’s on the brink of collapse. A new way of thinking must emerge as a response to this current situation. “There is a sufficiency in the world for man’s need but not for man’s greed”. Mahatma Gandhi

Kenzo Mayama Kramarz is a freelance designer and art director. He has studied design in Rio, New York, and London.

If you think of ‘greed’ you think of money; the hunger for more and more. Money is a great symbol that we saw in a few of the poster entires. However, with a simple deconstruction of a dollar bill, the jury found that Kenzo, a Brazilian designer working in London, used the symbol in an original way.

Endless Name Drop Imaginary Band #167

Koen Taselaar (1986) graduated from the Willem de Kooning Academy Rotterdam in 2008. He makes drawings with fineliner, large scale or small booklets. His notebook is always competely full. Koen draws scenes from his own experiences, ranging from everyday things like milkshakes, staplers and money to images of computer viruses, buildings in the form of the alphabet and imaginary pop groups.

Empathy my a$$! Leon takes a pessimistic tone in his poster. The term “greed”, according to him is still very relevant. This pessimistic thought is summarized in the image of a banker who has waged rampage with his greedy actions. The world shakes on its foundations under the weight of all the shit that the financial heavyweights have left behind. But he is not kept accountable and continues undisturbed in his ways. A cliché ... but with a (decent) kernel of truth.

Leon Poirters graduated from the AVK St. Joost in Breda. Since 2002 he works as an independent designer. His work includes logos, corporate identities and campaigns. His heart lays with pencil drawn images. He is inspired by artists like Katsuhiro Otomo, Frank Cho, Herve Morvan and Jim Phillips. Leon deliberately chooses crafts and is currently working on a new series of silkscreens.

Jury member Barry van Dijck: “Leon is not very subtle, and thats the way I like. This in your face poster is screaming for a reaction.”

We tried to build a new god Ludwig made an image about the refusal to share resources. How unordered atoms can group themselves into more complex patterns, how wood can form a god, how people can form crowds. The manufacture of the body is a cooperative venture. And scarce can make the body shiver.

Ludwig Volbeda graduated in illustration from AKV | St.Joost Breda. He works as illustrator and draws landscapes, melancholy, maps, machines and metamorphosis.

Death by Greed In a world ruled by money, it’s easy to become greedy. But hard to become happy? The poster is titled “Death by greed”.

Magdalena Piehl is a graphic designer and illustrator from Sweden, She recently graduated from Beckmans College of Design in Stockholm. She works with paper and creates colorful stuff by hand.

Geben ist denn Seeliger nehmen The theme “Greed is out, Empathy is in” reminded Marcel of the German proverb: “Geben ist seeliger denn nehmen” (It is more blessed to give, than to receive). This is actually a

Marcel Häusler received his bachelor’s degree of Arts from the Fachhochschule Mainz in 2012. He studied Communication Design with a special focus on typography.

quote from the Bible by Jesus. These words over thousands of years old, represent in his opinion, exactly the message of the festival theme. That’s why he decided to illustrate them in a typographic style which fits to 2012.

In 2010 he had an internship at MAGMA Brand Design and SLANTED in Karlsruhe, for which he still writes. Currently Marcel is working as Junior Designer at the design agency EIGA in Hamburg.

Pin the blame on the paper game Martin coined the phrase “pin the blame on the paper game”. That means “money caused everything that is wrong with our society” or “money is the root of all evil”. According to Martin we are just as responsible for the crisis as the banks. Reason enough to be angry with ourselves. Change is in ourselves. The poster consists of banknotes and 4000 steel pins on a foam board background.

Me Studio is a small design studio based in Amsterdam founded by Martin Pyper, a British designer who has worked here for more than 20 years and still thinks a designer’s most important quality is a sense of humor. Me Studio works for a mix of commercial & cultural clients and makes designs about identity, image + inspiration, which usually means designing posters, corporate identities, books and being curious.

Lick Me Merijn made his poster with mustard as ink on the printing press. He then scanned the print. The poster elicits a response, with more empathy the viewer will have a larger

Merijn Dietvorst studied Graphic Design at AKV | St. Joost Breda and at the Plantin Institute for Typography and Design in Antwerp. Since 2008 he works as a freelance

reaction. The mustard discolored after printing which amplifies the strange effect.

designer and design logos, corporate identities, magazines, campaigns, illustrations, and fonts. His work is characterized by strong typography and a strong visual language. He is currently hard at work with a recently acquired letterpress.

Jenny Hasselbach & Franziska Morlok

we sh\are The poster “we sh\are” creates a connection between sharing and being. This connection can be seen in a social, political, economical and personal context. While in the most cases sharing is seen as a positive thing there is a growing trend to define oneself through sharing your life through social media – I share therefor I am.

Franziska Morlok studied graphic design at the Berlin University of the Arts. She runs the graphic design studio Rimini Berlin with her partner Till Beckmann. They create and develop print, digital media, film and spatial projects. Franziska teaches graphic design at UdK in Berlin. Jenny Hasselbach studied communication design at Burg Giebichenstein University of Art and Design in Halle. Since 2008 she works as a freelance designer in collaboration with Henrike Uthe for clients like Universal music, Schlossmuseum Sonderhausen and Burg Giebichenstein.

Jury member Henk Cornelissen was inspired by the clearness of the entry by Berlin-based design duo Morlok and Hasselbach. The poster actually poses a very basic question. We are? of We share? Enough to discuss..

Just can’t get enough Man has a strong innate sense of empathy. In Nicole’s opinion this trait, along with greed, selfishness and aggression, are the ultimate tools in a human ‘survival kit’.The enormity of visual stimulation that we see on a daily basis, including advertising, music videos and fashion, is proof of our greedy, not empathic nature. There are few people in a crowd who dwell on the origin of the gold Kanye West wears around his neck. And even then…. Nicole observes these things in silence and notices her own strong feelings of consumerism. The rings from YSL… the whole series and more… Nicole’s intuition says: buy, her mind says: do not.

Nicole Martens is a graphic artist/designer/art-director. She makes applied and autonomous work, assigned and free, with a refined and outspoken use of color, abstract forms and characteristic typography. She positions herself between art and visual communication and explores new areas within given contexts; using a varied array of media to tell her story.

Monkey Business “Monkey Business� is about social processes. In his research biologist Frans de Waal encountered that monkeys, like humans, have empathy for each other. De Waal for instance saw that monkey’s searched and shared food with one another. This behavior is not immediately better for the individual, but it is better for the group. What can we learn from this, does this suggest a new way of living together?

Niels Berk studied Graphic Design at the Royal Academy of Art in The Hague. He currently works as a designer at Ontwerpwerk. During his studies he developed a great passion for typography and type design with which he likes to experiment.

The Spectacle of Tragedy A visual story about the politicians navigating the euro crisis. It shows us what is happening behind their political smiles and gives us an insight into their irresponsible behavior. Noortje has collected and repurposed images taken from fragmented and fleeting news articles about the financial crisis to create a database that presents itself as a website. This is a compilation of information about The European Show and its leading actors; at the same time, it tells the story of the unmistakable destruction of the euro as a result of obscure financial operations and human failure.

Noortje van Eekelen, designer and researcher, seeks to display social issues as completely and clearly as possible with the aim to increase the autonomous decision making of those who are involved. Her qualities are primarily in the editorial field; critical reporting which is often the base for appropriate visual expressions.

4eva Pinar & Viola designed the perfect lovers, adapted to all tastes and ready to fulfill everyone’s desire for love. After users sign up, their lovers send them messages with tempting thoughts and photos. 4eva - love messages service – makes it possible to receive love, even if you’re not giving anything.

Pinar Demirdag and Viola Renate form an independent graphic design duo creating “Ecstatic Surfaces”.

Mask Raymond Lemstra refers in his laborious drawings to the illustrative nature of primitive drawings and sculptures. While experimenting with facial recognition and geometry his discovers masks and totems with serious facial features in an otherwise almost realistically detailed sketched world. With this clash between simplicity and complexity Raymond bridges a gap between childhood experiences - where one experiences innocent amazement - and the mature world of adults.

Totalitarian States The rather tongue-in-cheek statement “Greed is out, Empathy is in” summarizes the challenges that a new transparent society faces and is trying to change. What

Senior Graphic Designer & Illustrator Rejane Dal Bello work in The Netherlands since 2004. After her BA in Graphic Design in her hometown Rio de Janeiro, Rejane studied under

Rejane wants to reflect is what has been happening with the Arab Awakening, “Day of Rage” forcing rulers out of power. The non acceptance of one men in power, consequently: power to the people.

Milton Glaser at the School of Visual Arts in New York City. She completed a MA at Post St. Joost Academy in The Netherlands in 2006. Rejane is currently a Senior Design at Wolff Olins London.

Poster by Ropp Schouten

Empathy Clown The clown called Empathy tries to hide his greed, symbolized by his smile and the bear that he tries to hide behind his back. The colors red (hot) and blue (cold), feature two sides

Ropp Schouten breathes oxygen in the city of Rotterdam. He tries every day to make funny and effective things. He does this as one of the two self-taught men

of feeling empathy, which our consumer society may have. These are the true colors that clown Empathy wears.

of “Mwah textual weathered partners.” Mwah is a concept, design, performance and product with creative text as a base. To hit the core, with a perspective and a smile.

Jury Member Rob van Dijck: “The judges talked about this poster for a long time. Is it communicating a positive or negative opinion. That is exactly what a poster should do, thats why this is Rob’s wildcard.”

Monopoly Man Rutger’s poster is based on the sentiment that man is currently living in a purely selfish and greedy way. Ideals are there to be pursued and should not be stressed too much. Pride should be set aside and emotions should be expressed more.

Illustrator Rutger Termohlen paints about the animal in man and man in the animal. He is inspired by current events, nature and everyday life. His works often starts from a stain, or a wild extravagance. This first act is the base of a whole new world in which is freely quoted. Several human figures, animals and objects are being presented besides, through en on each other or even all lumped together. The intermediate steps and layers of paint, the dynamics during painting and the traces Rutger leaves, result in fierce but controlled paintings. These are characterized by different color combinations, spots and lines, but also by love, death and bliss, always with the darkness that lurks around the corner.


Of course everyone likes the sound of a better and fairer world. Commerce and politics use this idea gratefully. But whether the world can actually get ‘better’ is questionable. With this poster the designers show the ambiguity of this problem. The image propagates an altruistic message at first glance by its commercial language. This contradiction raises questions in our society, because in who’s interest is it, and who has the money, to propagandize empathy?

Sjoerd Koopmans worked at Edhv in Eindhoven before he started working for SILO in 2010. SILO specializes in brand identities, campaigns and interactive media and was awarded “European Design Agency of the Year” in 2012. SILO works for Music aan ‘t IJ, LUX, Sanoma Media, Deloitte, Auping, Financieel Dagblad, Fenedex, TEDx, Nederlandse Veteranendag, Military Museum, Centralpoint. nl and Shell. Their strength lies in translating strategic objectives and reports into effective and specific communication that actually touches and connects. In a time when there is an overload of stimuli, communication and advertising SILO wants to distinguish itself by high-profile work in which personality is central.

Greed is Out! Stefan spent four years in Breda studying illustration at AKV | St.Joost. He also worked as an assistant to one of the country’s most celebrated comic artists, Joost Swarte.

Greed is dead, long live empathy! “Greed is dead, long live empathy!� Studio 923a presents a fresh perspective on the rivalry between greed and empathy. The poster presents several levels of interpretation: The first quasifrontal, offset of the hand on a red ocher, at the same time recalling the picture of Andy Warhol The Gun, made in response to an attack against the author . Graphic history of murder, therefore, extended through the arm gestures signifying hybrid greed and sympathy. In the background the essence of the studio shows, the values which underpin and govern, by a typographical pyramid game, revealing the stable structure of words.

923a is a French graphic design studio founded by Jeremy Thomas and Joncheray Oudin. They meet the challenges of command while highlighting these values: process, exchange, experimentation, overall, fun and participatory. These values are applied to develop projects around graphic design, visual identity, design of books, research typographical or websites.

The Wonder Years The Wonder Year Project coinitiated by Studio Beige is an invitation to imagine what lies beyond 21 December 2012 when the Mesoamerican Long Count calendar comes to an end. Optimists foresee a positive transformation marking the beginning of a new era.  We suspect greed is on it’s way out and empathy on it’s way in.

Studio Beige is a design agency founded in Rotterdam in 2003. The ladies focus on both print and web design and works for large and small, commercial and non-profit organizations. This results in visual identities, book design, magazines, campaigns and websites. Their strong love for typography is reflected in all the projects that come out of their hands. In addition they like to use special materials and techniques. This results in to striking, tactile and highly communicative products.

Cooking Canyon The poster “Cooking Canyon ‘is based on a mountain landscape that has been created through years of natural erosion of elements. Through friction in our boiling society an environment is created in which people clump together into subgroups. This transition from the individual is metaphorically represented in small sharp details that adopt each others colors and merge into a larger whole. This creates a new landscape.

Studio Naam, based in Utrecht, is a young design agency specializing in visual communication; including graphic design for print and web, art direction, brand identity and typography, within the areas of commerce and culture.

If We Don’t, Who Will? Today, being a designer does not require an art education. Everyone is the designer of their own environment. With the democratization of skill also comes a great deal of power and responsibility, not only to ourselves but also to others to create and design a better and more sustainable life. Because, if we don’t, who will?

Sumarty Schiffer is a Dutch graphic designer who has studied design at the Gerrit Rietveld Academy, the Willem de Kooning academy, and School of Visual Arts in New York. She is currently finishing her graduate degree Design Cultures at the VU University in Amsterdam. She worked in New York for design studios StilettoNYC and ObjectiveSubject and contemporary art magazine and gallery The Journal in Brooklyn. In 2009 Sumarthy started Studio SigmaDelta in Rotterdam, focusing mainly on identity and branding by creating novel expressions for cultural, fashion and retail entrepreneurs.

Nonsense With their cynical attitude toward social design Wilfred and Timo use jokes as a weapon against the spirit of the age. Nonsensical jokes are contagious and spread rapidly on the Internet through social media in a language of repetition and code. With the same code they put moralists in front of the distorting mirror.

Studio wilfredtimo is young graphic design duo Wilfred van der Weide and Timo Demollin, living and working in Utrecht. They started their studio in the summer of 2011. Their concepts focus on communicating through research in material and the use of archetypical shapes and symbols. As such they aim to let technique and theory meet in graphic imagery - whether it’s for posters, identities or spatial installations. The resulting visual language echoes our fascination for formal aspects such as size, color and composition.

Animality “Animals don’t behave like men,” he said. “If they have to fight, they fight; and if they have to kill they kill. But they don’t sit down and set their wits to work to devise ways of spoiling other creatures’ lives and hurting them. They have dignity and animality.” Quote in Watership Down by Richard Adams.

Suzanne Caerteling graduated as a graphic designer from the ArtEZ academy in Arnhem. Her work is characterized by unique illustrations and use of color, which range from bold to subtile and from simple to decorative. Her work is often designed for silkscreen, and she loves to print it herself.

Paper Cuts Starting point for the poster is a fascination for the hip-hop culture and the associated language and extravagant materialism. The composition emerged by cutting, carving and tearing of different pieces of paper.

Team Thursday is a Rotterdam based graphic design studio founded by Loes van Esch and Simone Trum. They were both educated at ArtEZ in Arnhem and have been working together since 2009. Their work ranges from print to spatial design, with a conceptual and energetic approach.

Just do it! Established in 2002 in Rotterdam, The Netherlands, and since 2006, permanently operating out of Sydney, Australia, Toko’s creative output can be appreciated through an extensive portfolio of work realized for both national and international clients in a diverse range of fields.


Donated Space

Biologische kip 930 gram

Plofkip 2.350 gram

95% van alle kipverkoop is plofkip. Zo’n dier kan soms nauwelijks meer lopen. Foto genomen in maart 2012. Beide kippen komen uit Nederland en waren 6 weken oud. De biologische kip is afkomstig van een biologische kippenhouder; de plofkip is geleverd door een kippenhouder uit de vee-industrie.

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dierHelp de plofkip! Kijk voor rdi kke vriendelijke tips op wa 21-6-2012 17:37:21

Stopper Editors use stoppers to fill in the white space in a newspaper or magazine. These ready-made advertisements are often for charity and contain little information. The particular charity does not have to pay for placement. For this project Yoe San and Maud chose to step aside and fill in their allotted space with a charity message. By doing so they are referring to the current trend in which involvement is gradually becoming the highest good.

Yoe San Liem and Maud van Velthoven are graphic designers and founders of in Rotterdam based design studio Unit20. Both designers studied at the Willem de Kooning Academy in Rotterdam. Unit20 focuses primarily on printed materials such as magazines, brochures and visual identities. Unit20 also exhibits design and contemporary art by artists from all disciplines.

Black Hole A black hole is a region of space-time where gravity prevents anything, including light, from escaping.

Yomar Augusto is a Brazilian multi-disciplined graphic designer and artist based in Rotterdam (NL) and Rio de Janeiro (BR). Yomar initially trained as a graphic designer before going on to study photography at the School of Visual Arts in New York City. He started his own studio in Rio before completing a Masters in Type Design from The Royal Academy of Art in The Hague, The Netherlands in 2005. His solo exhibition Andoverpis has been held at the Catapult Gallery in Antwerp, Belgium and the Berlugustopol exhibition has been held at Piktogram in Warsaw, Poland.

Graphic Design Festival Breda Search/Find/Like/Share The third edition of the biannual Graphic Design Festival Breda (NL) was held from September 19-23, 2012. The festival transformed the 17th century city centre of Breda into a creative hub presenting current developments in (typo)graphic visual culture. In a surprising though perceptible manner the festival enabled talented international designers to connect graphic design, technological developments, social context and the individual perspective. The festival is known for providing a stage for next generation talent. GDFB has a contemporary interpretation of graphic design, also showcasing illustration, motion graphics, data visualization and visual storytelling as these are equal components in todays visual culture.

Out on the streets the audience was confronted with surprising graphic interventions. At the same time the inspirational work of over 125 international designers was presented in various galleries and occasional venues, making use of the cultural heritage of the city. All together the interventions, exhibitions, workshops and lectures provided insight and created awareness about the audiences personal relation to visual culture. By showing the communicative powers of visual culture the festival inspired over 15,000 visitors and over 65,000 passersby with the influence of the designed image on their own behavior and opinions.

Colophon Curated and edited by Book design by Photography by (p.4,7,9,10,12,100,129,130) and (p.1,22,24,26,34,44,54,74,124,127) Exhibition design by

Graphic Design Festival Breda Reigerstraat 16 4811 XB Breda, The Netherlands

Graphic Design Festival Breda /



GDFB2012 - Poster Project