A Junior year studio project.
"PSA" is an annual, unannounced, street art festival centered around directing public awareness to a different social issue each year that is not adequately represented by major media platforms.
The festival aims to generate important discussion within the local community, as well as larger national discussion over time, while also celebrating the essence of street art culture.
Nothing about the festival overtly describes what it is or how it works. It is left up to the user to piece together the overarching system and theme of the festival.
The thought is that once people coincidentally stumble upon a few elements of the system, a curiosity and “buzz” will grow throughout the city. This will lead to a sense of exclusive inclusion once a user understands what is happening. Hopefully, the “buzz” would continue to grow rapidly as more people want to be “in the know” about the festival. All of this curious energy in turn brings more attention to the art pieces, and social issue, sparking important conversations.
The festival lasts for three days and includes fifteen socially provocative art pieces.
In a different major city each year. The location remains a surprise until the artwork, and other branding element begin to be discovered by the public.
Five new art pieces sporadically “appear ” within the city each morning (done by artists under night fall). There is no signage or guidance to the art pieces, it is up to the public to discover it on their own, in the spirit of traditional street art and graffiti.
Once a person finds an art piece, they will be able to infer that it is part of a larger system by two subtle elements: A QR code that links to online content curated by the actual artist, and a signage piece that assigns a number to the art piece (out of 15), as well as gives the viewer a clue to find the next art piece, with minimal PSA branding to allude to a larger system.
Artists participate if they are compelled to by the social issue theme, and are of a certain skill level. They would be compensated for participating.
Maintaining the essence of street art, the festival is a non-profit organization. Funding would be supplied by property owners paying to have one of the art pieces on their property (to draw publicity to their store, or just to show support), donations, and sales of a yearly catalog of all the art pieces. This funding would primarily serve to compensate the artists.
A festival app. allows people to discuss the art pieces with other city-goers and the actual artists, all under the user’s real name to promote wholesome, thoughtful comments. Buzz notifications would alert the user when they are within close range of an art piece. Along with other features.
In the mock ups shown, the social theme is assumed to be "Black Lives Matter" and the city is assumed to be Atlanta, Georgia.