EULMIN PARK


is a graphic designer based in Los Angeles. 
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Defining Materialism in the 2020s:
How Do We Find Meaning in What We Make?


Creative Direction / Concept / Design / Execution

December 10, 2024
Workshop

2024
Editorial Design
Brochure + Zine + Magazine
6.125 in. x 8.25 in.
80 pages
Digital Photography + Paper Collages
French-link stitched



Defining Materialism in the 2020s is a pop-up workshop and magazine that explores the paradox of Gen Z materialism—how a generation navigates consumption through DIY object-making. The project highlights an ironic relationship between rejecting traditional consumerism while creating physical objects.

This project examines materialism not through an overly critical lens, but through a multidimensional one. Rather than condemning Gen Z consumers for their materialistic wants, it shows an alternative perspective: What if "materialism" simply described our mindful engagement with materials? By reframing our understanding, this project invites readers to consider how a simpler approach to materialism might actually raise our awareness of "fast fashion" and "mass produced items," ultimately leading to more intentional consumer choices.




The type of DIY materialism demonstrated by young adults today revolves around a repetitive cycle of appropriating and appreciating materials. Commonly seen symbols in today’s digital and physical media—such as circular price tag stickers, blocky print labels, alert notifications, and popular commodified objects—are broken down into simple shapes that hold multiple meanings. This simplicity is exaggerated in a visual language that utilizes scale shifts in both imagery and typographic treatment. The relationship between small and large objects creates a dynamic rhythm that is paired with concise language, which works to deliver a clear and straightforward message to its target audience—Gen Z. 

This visual language highlights the nuanced irony in how young adults navigate materialism. While commonly frowned upon to place excessive monetary value on objects, there is a growing recognition of the changed definition of materialism as a way of appreciating what is already present, versus what we need to buy anew. Gen Z adults live in a generation that actively purchase and engage with physical items while deeply conscious of the cultural and personal consequences behind their consumption choices. By highlighting the fluidity of meaning that can be easily given and taken away from materials—whether made by others or by the individuals themselves—this visual language challenges the conventional idea that materialism is inherently “bad.” Instead, it highlights the complexity of how we engage with objects, exploring the deeper relationship between material possessions and and personal identity in today’s culture.
© Eulmin Park