Design for design’s sake isn’t design

Advertised product

Design Village, conference


We created promo posters and identity for Design Village, one of the largest design events in Ukraine. Each year, it brings together people from around the world of visual culture. Our goal was to show that design should be more than just aesthetics— it should be about user experience as well. We used the opportunity to create a de facto public service about the realities of design in Ukraine, forcing designers to confront the same bad design that consumers deal with in everyday life. We released a series of posters with various poorly designed elements. And the festival promotion became a kind of public service announcement. When we published the posters online, people started to comment about mistakes in the posters. A word was misspelled here. An element didn't make sense there. Ultimately, the comments ignited into a conversation about the purpose of design. Poorly designed elements furthermore were implemented in souvenir gifts - wrong-cut T-shirts, bags with functionless pockets, unreadable font and conference program, that was difficult to read. We reminded the design community in Ukraine that design is more than make up. And that design for design's sake isn't design.


Creative Director — Anze Jereb Head of Branding Studio — Masha Teterin Copywriters — Serhiy Malyk, Christopher Atwood Designers — Oleksandr Onatskyi illustration - Masha Teterin