Signage & Print · 2025
Zakat Centre India — annual campaign signage across a Delhi campus
A yearly campaign that has to be read from a moving car at the gate and from two feet away in a workshop hall.
The challenge
One message, many viewing distances. A lawn hoarding, a gate board with a QR code, walkway standees and an indoor workshop backdrop all needed to carry the same campaign identity while staying legible at wildly different distances and light conditions — and everything had to be printed and installed before the campaign date.
Our approach
We set a distance-based hierarchy: the outdoor pieces carry one line and one action, the campus pieces carry the ask plus a QR, and the indoor pieces carry the detail. Type sizes were specified from viewing distance rather than from the artboard. Materials were chosen per position — weatherproof flex for outdoor hoardings, sunboard and rigid mounts for standees, and vinyl for hall backdrops — and our own team handled fabrication and on-site installation.
The design decisions
Hierarchy
Type scale set from viewing distance: gate, walkway and hall each get a different density.
Colour
High-contrast campaign palette that survives direct Delhi sun and evening light.
Action
A single QR-led donation route repeated across every outdoor piece.
Materials
Weatherproof flex outdoors, sunboard standees on campus, vinyl for indoor halls.
Applications
Out in the world
Delivered
What went out the door
- Lawn hoarding and vision board
- Gate board with QR donation route
- Campus walkway standees
- Outdoor standee sets
- Workshop hall branding and backdrops
Outcome
The whole campus read as one campaign, and the same artwork set is now reused and updated each year instead of being rebuilt from scratch.
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Longer write-up: read the journal article.
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