Fight Ugly With US.

Video and photo production company This is US recently launched their campaign called Fight Ugly With US. To firestart their campaign in the streets they invited four studios: Attak, Detlet, Resuk and Autograph to design a poster, button and t-shirt. US wrote four lines of copy to protest ‘ugly’ and asked each studio to present their take on it.

We decided to blow up the word ‘ugly’ to grab people’s attention and make them want to know more. The question is: do we ‘rewrite’ the stories, or do we write our own? By subtly striking through several characters you can read it both ways. The large typography is based on a grid of tiles. The tiles represent (segments of) stories, by filling your own combination of tiles you write/create your own words.