International Red Cross Museum — Branding , campaign by twks: A campaign that makes itself heard

A sound wave is invisible until we decide to represent it. It then becomes a curve, a frequency, a vibration.
This vocabulary became the graphic principle behind the campaign. Organic forms move across the posters, weave between words and disrupt the composition. They are not intended as scientific representations of sound waves. Instead, they translate their behaviour: something that travels, shifts, appears and disappears.

In response, the typography takes over the space. The title is enlarged until it pushes against the edges of the format, at times sacrificing some of its legibility. We treated words much like sound levels: some come to the foreground, others recede, overlap or are momentarily obscured by the forms.

Yellow amplifies this presence. Bold and signal-like, it gives the campaign the impact it needs to stand out in the street. A way of turning up the volume without making a sound.

Tuning in raises questions that go far beyond music: which voices do we preserve? Who gets to speak? Who has the right to be heard?
These questions found an echo in the way the posters were composed. Rather than aiming for perfectly seamless legibility, we introduced interference. Forms move in front of letters. Words become fragmented.

The system needed to live beyond a single poster. So rather than creating one fixed composition, we designed the forms as a flexible visual vocabulary. They shift in scale, move, overlap and interact with the title differently depending on the format. Each combination creates a new vibration while remaining immediately connected to the campaign.

The exhibition brings together sound archives, testimonies, music, objects and contemporary artworks to explore what sound can preserve and transmit. The exhibition itself unfolds through a series of listening stations dedicated to humanitarian archives, songs sung in detention, humanitarian songs, and the relationship between voice and emotion.