Communicating physical in
the digital landscape

Billboard ad campaign for the Unplugged Club.

The Unplugged Club

Graphic Design, Content Design, Branding and Communication

  • Ps, Ai, Id, Ae
  • 2025

Overview

The Unplugged Club is a social movement to encourage people to get unplugged through community and, ironically, a mobile app, and claim their attention back to their control. The target audience are mainly GenZ and Millenials, who feel like their time is controlled by social media, phone notifications, and who want to break this habit.

A pair of banners, hanging froma street pole in front of a tree. Both of the banners are yellow. An image of Andrew Jackson in cyan and the copy in black color are printed. The copy says, 'Attention is Currency. Invest in Yourself and Join the Movement.

Challenge

We have been plugged in for more than 20 years now—one of the major social media platforms, Facebook was released in 2004, and the first iPhone was released in 2007. Unplugging means disconnecting from the constant stream of information/attention and reconnecting with oneself, loved ones and the surrounding world. The uniqueness of the Unplugged Club is that they use modern technology (mobile app, social media) to encourage people to get unplugged. What type of message and media should be most appropriate to reach out to the audience?

The Question;
What would be a better way to communicate this unique aspect, and accelerate this movement?
Image of the brand type. Ernst for the heading, and Real Texgt Pro for body copy.
Image of the finalized logo with clear space around it.

Solution

The Unplugged Club is a “club,” valuing the community and people. Its message always aims to invite people to join them and bring in whoever they care for, encouraging them to spend time differently.

The brand states that people’s time is absorbed online as attention, which is powerful as currency. The message is structured in two or three steps, using this statement as the opening. After the opening statement grabs the audience’s attention, the message encourages the audience to take action and provides a solution.

Since this brand focuses on offline real-life experience, brand color and texture are created around physical material: CMYK color scheme, pixelated textures, and analog-feeling logo. These visual elements support the message above, enhancing the unique aspect of the brand.

Color scheme for this project, showing CMYK colors and pixelarated textures.

Color scheme and texture

By paring the pixelerated texture and the color schemes using CMYK, I was able to give tne project a broad range of expression.

Black and white image showing the engaraved texture.

Image treatment

As I decided to use the founding fathers from banknotes as messengers, I chose to add the engraving texture to images to create a cohesive visual.

Black and white image showing the engaraved texture.
Black and white image showing the engaraved texture.

Visual elements

To add another visual context to the attention concept, I used a peripheral drift illusion, the rotating snakes illusion.

The first image for the Instagram campaign triptych. Cyan Benjamin Franklyn's image and the copy, 'Attencion is Currency' in black are on the yellow backgorund. White pixelerated patch on the right side.
The second image for the Instagram campaign triptych. The copy in clack color says, 'Spend it with Friends. Ditch the Scroll, Log Off, and' on the yellow backgorund. White pixelerated patch on the right side.
The third image for the Instagram campaign triptych. Cyan Benjamin Franklyn's image and the copy, 'Show Up at the Guggenheim', 'Bring friends and family, enjoy 25% off at entry!', 'Nov. 8 - Mar. 9' in black are on the yellow backgorund. White pixelerated patch on the right side.
Subway ad campaign for the Unplugged Club.
The first image for the Instagram campaign triptych. Cyan Benjamin Franklyn's image and the copy, 'Attencion is Currency' in black are on the yellow backgorund. White pixelerated patch on the right side.
The second image for the Instagram campaign triptych. The copy in clack color says, 'Spend it with Friends. Ditch the Scroll, Log Off, and' on the yellow backgorund. White pixelerated patch on the right side.
The third image for the Instagram campaign triptych. Magenta Andrew Jackson's image and the copy, 'Show Up at the Winterthur', 'Bring friends and family, enjoy 25% off at entry!', 'Nov. 8 - Mar. 9' in black are on the yellow backgorund. White pixelerated patch on the right side.
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