VESPA X UNSW
Vespa brief at UNSW
The brief that was given asked the designer to reinvent Vespa for the Australian consumer. We were tasked with not an entire rebranding, but a campaign for 'Visibility' in Australia. The term 'Visibility' was up for interpretation. I interpreted it as insight and having a clearer visibility and understanding of your inner-self.
Know Thyself is a famous Greek aphorism. To know oneself is to make visible the thought process and decision-making skills (among other things) within ones mind. It is a skill that gives self-awareness. This is an excellent marketing campaign slogan to address Visibility as Know Thyself was a commonly used phrase attached to Phrenology - of which this entire proposal and aesthetic is derived off of.
Using phrenology as the artwork for a motorbike helmet adds an element of humour, style and also personalisation and customisation. Clients choose bumps and grooves on the helmet (as if it were a skull) and tell a story about themselves, all while practicing safety on the road.