We were assigned to create a brand with the name “Super Normal” based on a topic that we are personally interested in or aware of. The idea of wildlife animal prevention immediately came up in my mind. It was supposed to be normal to encounter animals everywhere until habitat losses had become a severe problem. One of the biggest problems is roadkill. One million animals are killed each day on roads in the United States. Therefore, I decided to make Super Normal an environmental organization that aims to prevent animals from roadkills. The custom typeface was inspired by the forms of conservatory bridges above highways that allow animals to cross. The font represents Super Normal’s goal: build the bridges above roads to save animals. Another challenge was to find a way to get people’s attention without scaring them with bloody photos of dead animals. I created the illustrations of the most killed animals on roads with the same grid that was applied to the font. By using the font and the illustrations together with the same visual treatment, the design can show the contrast between life and death. If we cut the road, we can save animals. But if we cut the animals, which I stenciled the illustration to represent the animals that were run over by a car, we kill them.
View on Portfolio: https://chihaochang.com/super-normal
