BA (Hons) Graphic & UX Design

Draw the Line

The United States leads the world in its use of incarceration, with 1.3 million being held in prisons across the country. The individuals most at risk for falling victim to a faulty justice system is African Americans, who fill prisons at a rate that is 5.1 times higher than the imprisonment of whites. For the 70 million Americans with a criminal record, overwhelming obstacles stand in the way of a productive future. These hinderances often have no bearing on securing community safety or public good. Draw the Line aims to give those who have paid their debt to society a way to re-integrate more easily back into their communities through the human and cultural connection of food. It’s an initiative to give ex-convicts a habitable living space post-release, whilst allowing them to farm all the fresh food used on the food trucks. These trucks would give ex-cons a liveable wage and a connection back to society. We all have a story and a past. Draw the Line seeks to take the taboo surrounding ex-convicts away and change the narrative that having a criminal record negates the ability to have a future.

The campaign and branding plays on food idioms and prison terminology to give the project a touch of humour, while still delivering important messaging. The use of free-drawn line throughout creates a sense of continuity and relates back to the overall theme of where do we ‘draw the line’ at a broken system.

Website prototype

Draw the Line Instagram account
Documentary style photography was used to humanize individuals and take the fear and taboo away from ex-convicts.
The food trucks would be all over the country, with a concentration in areas that have high incarceration rates.
All the branding surrounding the trucks would be based around communicating the true stories of prisoners and ex-convicts to further humanize these individuals to the public.
Menu design
Draw the Line product ranges

Putting Things in Order

The challenge was to create a typographic piece that focuses on the theme of ‘putting things in order’. I chose to create a piece that highlights and interprets the hierarchy within the American Mafia. I thought it would be best to create a multi-faceted project by breaking it into three separate pieces that work in conjunction with one another. The first book, Omertà, meaning code of silence, breaks down the hierarchy within a crime family. I wanted this piece to highlight the secrecy surrounding the Mafia by exhibiting a more restrictive and constrained style. The second piece, entitled ‘The Boys’, is a profile book that examines individuals who were key players within the five families throughout its heyday. To contrast Omertà, the design is more expressive in nature to reflect individual personalities of the men featured. The hierarchy of order within the crime families is how both books are systemically laid out. The final piece acts as the sleeve cover to the profile book. It is a family tree of the five New York families and is meant to double as a book cover and as a stand-alone poster, which can be used as a reference to find those featured within the book.

Both books and the dust jacket that unfolds to become a poster
I hand-bound the books to relate to the overall theme of tradition within the Mafia. I chose a stitch that loosely resembles a noose knot.
Die cut detail.
The black, white, and red colour scheme was chosen to reflect the two contrasting sides of the Mafia. The black and white representing the air of professional businessman and the photography of the twentieth century. The red embodying the violence and murder associated with the Mafia.
Die cut detail
Using paper stock to demonstrate redacted information
Use of paper stock to demonstrate redacted information