About
Social:LAUndry is a campus-wide campaign with a mission to diversify students’ social circles through encouraging talking to strangers in random daily interactions.
The concept consists of three elements, the first one being poster campaign promoting the idea of daily situations actually being opportunities to talk.
The second component - a Sole-Mate game involving sock-shaped keychains, challenges students to find a person who carries a keychain matching their own, thereby sparking a conversation which will ultimately lead them to the third component, that is ‘connecting’ on the Social:LAUndry App.
The App serves as a place to connect and collaborate with other creatives, though an access to a full library of fellow students, all organised by courses and interests.
Visual Identity
The name ‘Social:LAUndry’, has been a playful attempt on the existing university logo, which has been reversed and later experimented upon, finally resulting in a name ‘Social :LAUndry’, a UAL based social initiative with laundry standing for the incredible mix and diversity of all kinds it has to offer.
Poster Campaign
Final Posters have a strong, maybe even controversial, ‘kitschy’ style and questionable aestetics (especially with current trends of sleek and subtle designs), however that is to such an extend, that they might be even considered funny. That humoristic angle makes them great ice breakers yet the message to initiate conversations is still clear.
The background of the posters is a spectrum of multiple shades based on the Social:LAUndry colour pallete and is additionally combined with certain patterns, corresponding to the ones on the sock- shaped keychains. The exaggerated nature of the design is to represent the diversity of UAL’s community.
University Game - Sole Mate
The ‘Sole mate’ concept is a gamified, real – life initiative behind the keychains, inspired by the projects name (Social:LAUndry) and a common happening of always loosing socks in the laundry.
Keychains include two different pendants, the main one reminds of a singular sock, the second one includes a personalised QR code, which when scanned automatically connects students on the Social:LAUndry App. The patterns on the sock-shaped pendants however differ, come in multiple variants, and are distributed randomly. The gamification of the concept lies in the mission to find a ‘matching sock’ among the student community (your ‘sole mate’), to later interact and ultimately connect on the App. Connecting with a certain amount of ‘sole mates’ (10) should be awarded, either with a free coffee, lunch or art shop voucher.
The sock – shaped pendants serve as a trigger to make students interact, thanks to being an element one’s have in common, a challenge and possible prize.
‘[...] UAL is a social laundry, but even though we are a mix, we are also a community and do have a lot in common. Every student has received a sock shaped keychain, each one is different, however same ones happen. If you spot one, that is on you! Say hi, connect and claim your prize once you find 10 matching ones! [...]’
Social:LAUndry App
The App is an online library of univeristy contacts and a space to connect and search for fellow collaborators, based on courses and topics they specialise in.
UAL Graduate Showcase 2023
The Social:LAUndry campaign has been exhibited during 2023 Graduate Showcase at the University of the Arts, London. The design of the space has been a variation on a range of media. It included digital, printed and physical elements, to even more emphasise the diversity of the creative industry.
Social Campaign Research Strategy Graphic Design UX & UI Design
Individual
June 2023 (6 Months)
Final Graduation Project at UAL
