My postgraduate design project produced for the MA in Graphic Branding and Identity course at the London College of Communication, University of the Arts London (UAL) in 2012.

Research question:
How can the concept of anonymity in today’s society be communicated in order to safeguard one’s identity? 

The aim of this project is to investigate the nature of anonymity as well as the relationship between individual anonymity and identity, and to propose ways to engage the target audience and raise awareness of the subject and its concerns and issues. I have undertaken a descriptive, philosophical and analytical research into anonymity, identity and branding theories to gain a deeper understanding of the research subject. 

My target audience is people who are curious or intrigued about anonymity (and our own identity) and are interested in discovering more about the concerns and issues revolving around the subject, and how to safeguard one’s anonymity and identity.

My creative response
 to the research is a series of three books that deconstruct anonymity and also the relationship between individual anonymity and identity entitled “State of being. Unknown”. Each of the books focuses on one aspect of anonymity that I feel is critical to open up debate and dialogue on the subject. I have also included a branding concept for the hypothetical book publisher ANON, which produced these range of books. 

I hope the outcome will engage and lead the reader to think about our own anonymity and identity in today’s digital society, and how to safeguard one’s anonymity and identity. The objective of the hypothetical brand is to explore ways of creating and continuing a meaningful relationship with the target audience, as well as to consider the perceived value of branding and the extent to which no-brand products could influence people’s behaviour, attitude and perception.

It is almost impossible to be fully anonymous in today's society.

Anonymity retains traces of identity.

A series of three books on anonymity – “State of being. Unknown.”: The books are a distillation of three key aspects of anonymity which I feel are critical to open up a debate and dialogue on the subject.

Keeping true to the concept of anonymity, the introduction text for each book is printed on the inside of the book wrapper.

‘Book #1: Anonymity and privacy’ is a collection of quotations by well-known individuals and their viewpoints about anonymity and privacy. The varying viewpoints are intentional and the aim is to encourage people to form their own opinions about the subject and trigger debate and dialogue.

‘Book #2: It is almost impossible to be fully anonymous in today’s digital age.’ contains a collection of anonymous quotations from various individuals in response to the statement. Some of the quotations tend towards absurdity to achieve full anonymity, some of them are realistic and practical suggestions about protecting one’s anonymity, and some are simply insightful knowledge about how our anonymity and identity could be tracked in today’s digital age.

‘Book #3: Anonymity and identity’ is a collection of personal objects from various individuals that represent aspects of their identity that make them anonymous to other people. Their statements tell us about the concealments and their state of being unknown.

Page folds open into an A3 poster.

ANON is a 'no_brand' branding concept for a book publisher. ANON is a hypothetical and independent company that creates, edits and publishes books that embrace anonymity and its values. For example, topics revolving unknownness, mystery, ambiguity, concealment and secrecy would be likely subjects for their publication. 

No logo, just name: Staying true to the concept of no_branding, ANON do not want to have a logo. The name ANON is set in Courier, and literally typed out, instead of being crafted as a symbol. It is set in uppercase to reduce a certain amount of confusion, especially when used in citation.

ANON 'no_brand' branding model and guidelines.

ANON Stationery

ANON website (online shop)

Other projects

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