Friction Insights
Miltton
The Friction Insight study is a report series created by Miltton Insight. It looks into societal issues that cause difficulties in people's daily lives and what encourages them to change behavior.
The report series was given its own visual style, aiming to show expertise and stay relevant over time, while fitting Miltton's brand image. Visual design focused on depicting friction as a physiological element, such as with different forms of viscosity. This gave an abstract representation of friction in people's everyday lives. Results of the study have also been made into animated video series where frictions are performed a more concrete manner.
Agency: Miltton
My role: Art Director
AGENCY BATTERIES
Engaging in societal matters requires a reserve of – increasingly emotional – resources.
Emptying agency batteries lead to withdrawal from societal involvement.
SCALE ERROR
There is a fundamental mismatch between individual action and systemic problems. The micro level of individual action feels like fighting against windmills, and the macro level of systemic problems impossible to grasp.
MANUFACTURED CERTAINTY
The times of uncertainty create anxiety and discomfort that result in a desire for control. Paradoxically, the world is out of one’s control.
