PARADOX >>
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‘Investigating identity through science, as a work of art’
PROBLEM >>
Scientific work isn’t usually profitable on a timescale that encourages investors. Scientific discovery costs money and commitment from the people devoted to advancing their fields. With the decline in public funding, crucial basic science without billionaire backing—the kind of research with wide-ranging applications with the ability to dramatically enhance human understanding of the world, is neglected. We have lost something precious: young scientists with new ideas taking risks to pursue hunches that advance discoveries, not just careers.
MY ROLE >>
Research
Copywriting
UI/UX Design
Illustration
Brand Identity
AREAS ADDRESED >>
Beauty as a human experience
Exploration of reality based on the deep revelations of modern science
Advancing fundamental, basic science
PLAN OF ACTION >>
I created the company Paradox as well as developed a visual experience through brand identity.
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>> CHALLENGE
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Inspire the young scientists to risks to pursue hunches that advance discoveries, not just careers.
In science, there is a precise concept that supports this idea, which is known as Einstein’s theory of relativity. Symmetry in physics and mathematics meaning change without change. For example a circle is a very symmetrical object that you can rotate around its center by any angle, and although every point might have changed, the circle as a whole does not move, and that’s what makes it symmetric. By contrast, If you rotate a lopsided shape, it won’t come back to its original shape until you make a full rotation. This concept allows for a change in the way everything looks, without actually changing any of the laws. This is the essence of complementarity not only in this scientific theory, but played a large part in how I arrived at the identity of Paradox. Taking profound conceptual ideas about truth, beauty, meaning and the human condition was how I approached the task of promoting a better experience for Paradox’s mission; ‘To inspire a more thoughtful world and to reveal a deeper reverence for beauty’.
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>> APPROACH
Paradox, a company that funds research for profound exploration of reality based on the deep revelations of modern science needed a visual identity that evoked very specific sensations. A universal feeling, that even those who don’t believe in a greater force, are inspired. To do this I needed to challenge my understanding of beauty. Paradox’s mission of advancing fundamental, basic science, through gaining a deeper reverence for beauty inspires young scientists to take risks to advance discoveries. Beauty is a human experience, so focusing on basic ideas that form our understanding of the world such as time, space, matter, energy, complexity, and complementarity and communicating this in a visual way gave Paradox a unique sentiment. There are different ways of organizing our experience of the world, although not always compatible, each one tells us important things. Paradox believes you must view the world through distinctive and individual lenses to optimize experience. Each lens can be filled with depth and richness, but this also means that each has its own language and rules. Although they might be mutually incompatible to each other, Paradox focuses taking them equally into account of a full experience of reality.
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>> SOLUTION
A brand is built upon kinship and connection to something everyone can understand. Even when the concepts are complex, the idea behind Paradox is simple in fact it is the meaning of the name itself — a logically self-contradictory truth about the world that runs contrary to expectation. This is where the visual identity of Paradox lives.
