EULMIN PARK


Graphic Designer -> Los Angeles, CA







Seeing the W.T.F.
(World Through Focus): 

Revisiting Headlines in 
Contemporary Art, Tech, & Society


Creative Direction / Concept / Design / Execution

2024
Exhibition Visual Identity



 “What contemporary issues are in focus today?”

Seeing the W.T.F. (World Through Focus) is a speculative visual identity for a media art exhibition that explores three themes: journalism, contemporary art, and technology. Hosted across three distinct art and activism sites in Downtown Los Angeles, the exhibition highlights the socio-political voices of active artists in the city.

The identity system takes inspiration from the inverted pyramid structure in journalism, emphasizing a strong hierarchy in displaying information: Headline, Body, and Detail. The mirrored pyramid communicates the flow of various contemporary issues into a singular point of convergence within an endless traffic of news. The type hierarchy emphasizes the scale of each element within the system; and its boldness leaves the audience with a strong (almost semiotic) impression of the event name as the audience engages with various aspects of the campaign. 





This project was initiated from a personal curiosity of mine: the infinite scroll of socio-political news amongst online spaces and algorithms. In particular, the role social media platforms play in sharing information on a wide-spread level. In what ways do humans engage with realities different than the one they live in? When we view important news on the same digital platforms we seek entertainment and dopamine rushes from, how do our reactions fluctuate?

By observing how contemporary artists in Los Angeles address issues that resonate with their passions, we can begin to see the world through a personalized lens, rather than that of an entirely unrelated third party. The acronym “W.T.F.”, given its widely known usage, ironically refers to the unfamiliarity in our perception as we open our eyes to prevalent issues within our communities. This exhibition concept invites the audience to experience this firsthand.

This specific collaboration between screen and text emphasizes rigorous research and documentation — a methodology I strive to reflect in my own design practice. 

© Eulmin Park