Loneliness is a sensory experience felt by everyone at different times and in different ways, yet the shame around loneliness furthers feelings of isolation and disconnection.
The more we learn about the health impacts of acute loneliness, especially amongst young people, the more evident the need for action becomes. There is a lot we already know about loneliness and a lot we need to learn; Lonely Times exists to explore both.
Loneliness isn’t about solitude; it’s about how we relate to the feeling of being alone. The visual identity invites people to investigate their relationship with loneliness as an experience separate from themselves. This concept is based on a clinical psychotherapy technique known as defusion which is derived from Acceptance and Commitment Therapy (ACT).
We collaborated with Midjourney AI to create visual representations of loneliness using statements collected from the clients' research. Select elements from the generated artworks were then used to construct the 3D forms utilised throughout the visual identity.
Each aspect of the visual identity is connected conceptually to the Lonely Times project, from the ruled background that references the project's evolving nature to the logo designed as a flexible asset extending to the length of the space available. This use of space refers to the sense of distance commonly identified in feelings of loneliness.
The grey used throughout was identified in the clients' research as the predominant colour of loneliness. The supporting palette was inspired by the work of artist, poet, and philosopher Etel Adnan, who explores questions of loneliness, longing, creation, and destruction. Furthermore, the fonts used in the visual identity were inspired by ideas of normality and connection, summarised in this quote from Kris Sowersby, 'Individuality was once the path to personal freedom — a way to lead life on your own terms. But the terms keep getting more and more specific, making us more and more isolated. Normcore seeks the freedom that comes with non-exclusivity.'