Experience design | Brand Strategy

Eyedeology

 

In the wake of a contentious political election campaign, Eyedeology is a pop-up "eye exam" hosted on the day of the 2016 US presidential election, designed to challenge ideological assumptions.

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TeamMATES

Bernice Wong, Oscar Pipson, Michael Kenney, Kuan Xu, and Sebastian Harmsen

 

Project Role

Research and Strategy Lead, Ideation, Copy


 
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Problem

The tension surrounding political affiliation and beliefs prevent deeper discussion of critical issues. The US is a two-party political system, with Democrats and Republicans in a constant dispute for influence and power. But politics isn't as binary as the media portrays. While it may often get reduced to "the left" or "the right", the political spectrum is more nuanced.

 
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Inspiration

When you go to the eye doctor, they check to see if you are seeing properly, and a new prescription can alter the way you see the world. We wanted to do the same for political ideologies.

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Solution

Eyedeology is an ideological "eye exam" challenging the assumptions we all have about our own idealogical beliefs.We made custom reels for a Viewmaster, where each reel represented a public policy conundrum. 

Topics Included: Censorship in Media, Gender Roles, Income Tax Spending, and Minimum Wage Laws 

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Political Rx

Based on their answers, participants received a custom prescription and a pair of new glasses with a cryptic phrase, intended to spark conversation over judgement.

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Project Details

Political ideologies were selected from the political spectrum, ranged from Anarchy to Fascism. Each image represented a different position on the spectrum. We chose 5 ideologies to explore that covered both the extremes and included common affiliations. 

Ideologies: Anarchism, Socialism, Liberalism, Conservatism, and Fascism.

 
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