The Calling
Editorial Typography Design
Graphic Design
Visual Storytelling
Design System
Project Overview
The Calling is a typographic exploration that uses letterforms as a narrative tool to express the concept of an inner voice that guides a journey. Inspired by Moana’s story, the project interprets The Calling through the selection and transformation of an existing typeface, translating emotion and intuition into the shape and movement of the letterforms The final outcome is a deconstructive editorial newspaper design where typography becomes the primary storytelling element. Audience : Readers interested in storytelling, culture, and visual narratives.
Client
Academic Project (SCAD)
Duration
2 months
Role
Graphic Designer
Problem
Typography is often used only for readability in editorial design. The challenge was to explore how letterforms could express emotion and narrative on their own.
Deliverables
Research & process documentation
Concept development
Final digital illustration
Process
Concept & Intent
Rather than starting from a functional problem, this project begins
with a conceptual question:
How can typography express an inner voice or sense of calling?
Design Focus
Typography as storytelling
Expressive and deconstructed letterforms
Emotion-driven form exploration
The inspiration comes from natural movement and transformation like water, bubbles, and liquid motion to shape the letterforms.
"Hobo Std" typeface is used as the baseline. I found it's a perfect choice because it has rounded and organic shapes that provide a good foundation for developing the expressive letterforms that i could use for the final design.
The concept, the melting process, creates textures and bubbles inside the letter that represent the power of an inner voice emerging at the right moment.
The design begins with a traditional grid structure in the form of a newspaper-style editorial spread. This format works well because the layout is easy to follow, and the bold typography helps draw readers in. But later I then began exploring new layouts, breaking away from that traditional a little bit, so that the typography can move more freely and express the idea even better
This project shows how typography can act as a narrative system, turning letterforms into expressive storytelling elements that strengthen engagement in editorial and cultural publications.
Tool Used
Adobe Illustrator ✦ Adobe Photoshop ✦ InDesign