Speak! It won't kill you.

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The brief set by Google Font & HMCT aims to create a campaign or an awareness that addresses a globally concerning issue, or an important local issue of your immediate community. The key stages in the process of developing font type which is research, develop, explore, strategy, and having the right brand voice with narrative and final presentation. The project of “Google Font & HMCT” that we have finally selected is an endangered dialect of Chinese in Malaysia, Hokkien. The reason why we have selected this insight is the survey shows that people who are able to speak in Hokkien are getting lesser and lesser. This project is to target 18 to 25 young adults who continue using the Hokkien dialect and bring Hokkien back to life.

The project's concept is based on the Hokkien tongue twisters as it is an interesting way to encourage people to speak the language in an enjoyable way instead of a dreading approach. Furthermore, it helps people to learn Hokkien in a very interactive but not forceful and aggressive way. This is the chosen art direction for our project, as it projects the sarcasm toward us Malaysia's Chinese community and even Malaysia Chinese School. Showing that the Hokkien language will die soon if people stop speaking it, might as well burn and pray to it just like how the Chinese community pays respect or mourn for the dead. This art direction is inspired a lot by the Chinese community's praying ritual, especially the burning of joss paper.

Pictures credit to:

Suzy Chan - MACAU Casino City https://suzychan.com/Casino-City

Onion Design Associates - Hold that Tiger by The Muddy Basin Ramblers https://oniondesign.com.tw/nominated-for-2020-grammy-packaging-hold-that-tiger

Non-traditional touchpoint for "Speak! It Won't Kill You" project. Designed as a joss paper to let people interact with it by either burning them like the Chinese prayer ritual or folding them into the gold ingot