This week in the studios of New York Art Life Magazine. We have the pleasure of interviewing an incredible artist and visionary, Chalermpol Jittagasem. Hailing from Thailand, this talented graphic designer makes waves in the art world with his innovative projects. One such project, “Syncnonym,” has even received recognition and an award from The Creative Excellence Awards. And rightfully so! “Syncnonym” is a groundbreaking initiative that uses visual design to assist individuals, especially those for whom English is not their first language, expand their English vocabulary, particularly in the workplace. This project showcases Jittagasem’s exceptional creativity and highlights his commitment to empowering others through art. He collaborated with “Free the Work,” a nonprofit initiative dedicated to addressing and dismantling systemic inequalities in film, television, advertising, and media. It strives to create a level playing field for underrepresented creators by identifying these inequalities and seeking actionable solutions.
Having had the privilege to work alongside “Free the Work.” Chalermpol has witnessed firsthand the power and potential of this initiative. Through his contribution as a graphic designer, he has played a pivotal role in amplifying the voices of underrepresented creators and raising awareness about the need for diversity and inclusion in the industry.
New York Art Life Magazine. At its core, visual communication aims to convey information effectively and efficiently through various means. In this domain, graphic design emerges as a crucial subset, concentrating on creating visual content for diverse purposes such as advertising, branding, editorial design, and web design.
Your approach to graphic design transcends conventional boundaries, viewing it as a medium with a more profound and noble function—improving individuals’ lives. Your work embodies a revolutionary point of view that challenges the traditional perceptions of graphic design. Instead of merely focusing on aesthetics and commercial objectives, you emphasize the transformative potential of visual communication to foster positive societal change.
Chalermpol Jittagasem. Visual communication continues to evolve with technological advancements; my commitment is to use graphic design to enhance the quality of life. Graphic design is not just a commercial endeavor but a powerful catalyst for social progress and human connection.
By integrating elements of cultural sensitivity and social awareness into my projects, I aim to create designs that resonate with audiences on a deeper level. Type design is fundamental when it comes to design essentials. We all interact and consume typefaces daily; some take them for granted and ignore that typefaces are not just there to be read but also to give a voice and personality. Without opening the package, they can show you what your snack or ice cream might taste or smell.
New York Art Life Magazine. The Vaja project is an exemplary work that has fulfilled a significant social function. It has been instrumental in assisting migrants in overcoming language barriers and mastering accents. The project acknowledges the existence of linguistic racism and seeks to address it by providing an innovative sans-serif font that incorporates IPA characters. This font offers a practical and effective means. It allows individuals to enhance their pronunciation skills and express themselves confidently in the English language.
Chalermpol Jittagasem. Overcoming the language barrier and mastering the accent can be a daunting task for migrants. To address this challenge, I have utilized my expertise in graphic arts to create a unique character family called Vaja. This innovative design aims to assist immigrants in improving their pronunciation of the English language. People widely recognize Vaja and know it for its effectiveness in this regard.
The Vaja font has proven to be a valuable tool for migrants, enabling them to navigate the complexities of a new language with greater ease. By incorporating IPA characters, which represent the sounds of speech, the font helps users develop a more accurate understanding of pronunciation. This is particularly important for individuals who may struggle with accent-related challenges, as it allows them to practice and refine their speech skills in a supportive and non-judgmental environment. Vaja is a sans-serif font that carries significant meaning. Its name, translated from Thai, means “Speech.”
New York Art Life Magazine. Another remarkable initiative called “Syncnonym” has been recognized with an award from The Creative Excellence Awards. This project is commendable for its social purpose, as it aims to address and overcome the barriers of linguistic racism.
Chalermpol Jittagasem.: Christine Ro’s 2021 BBC articles have highlighted the issue of linguistic racism. In them, she emphasizes that certain speakers face unfair judgment based on their nationality or race when speaking English internationally.
It’s unfortunate that society perceives English differently depending on the speaker’s background, reflecting a double standard. European English speakers are often regarded as sophisticated and stylish, while English spoken by Asians, Africans, or Middle Easterners may face unfair prejudice. This linguistic racism perpetuates stereotypes and hinders equal opportunities for individuals from different backgrounds.
The project “Syncnonym” aims to challenge these biases and promote inclusivity by providing resources and support for non-native English speakers. Through innovative techniques and tools it helps individuals improve their English language skills while combating the negative perceptions associated with their accents or linguistic backgrounds. By empowering individuals to express themselves confidently in English, this project contributes to breaking down the barriers of linguistic racism.
New York Art Life Magazine. The Creative Excellence Awards acknowledge and celebrate the outstanding talent and innovation in the fields of graphic design, branding, and website design. These awards aim to identify and honor individuals and organizations who have demonstrated exceptional creativity and originality in their work. By recognizing and rewarding these outstanding achievements, the Creative Excellence Awards not only provide validation for the winners but also inspire and elevate the industry’s standards.
Chalermpol Jittagasem. Being considered for a Creative Excellence Award is a significant achievement in the graphic design industry. The prestigious award highlights the recipient’s ability to push boundaries, think outside the box, and deliver unique and compelling designs. It signifies that industry experts and peers have recognized and appreciated their work. Moreover, the Creative Excellence Awards also play a crucial role in promoting exceptional creativity within the industry. By showcasing the best examples of graphic design, branding, and website design, these awards inspire others to strive for excellence and push their creative boundaries. The recognition received through these awards can act as a catalyst for further innovation and creativity within the industry, leading to the development of new trends, techniques, and approaches.
New York Art Life Magazine. Your international experience and more than a decade of work experience set you apart from other artists. Having traveled and worked in various countries, you bring a global perspective to your art. This multicultural influence can be seen in your work, which often incorporates elements from different cultures and traditions. As part of your collaboration with “Free The Work,” a non-profit initiative to address systemic inequalities in the media. You have created a report to launch a new series called “Untold Stories.
Chalermpol Jittagasem. This series will analyze and highlight specific creative communities that have historically been marginalized and misrepresented. By shedding light on these communities, we aim to identify the underlying issues. We propose solutions to expand access and opportunities for underrepresented creators.
The media industry has long grappled with systemic inequalities that have disproportionately affected specific creative communities. Through the “Untold Stories” series, we aim to delve deeper into these communities’ experiences, examining the barriers they face and the misrepresentations they encounter. By providing a platform for their stories, we hope to challenge existing narratives and amplify the voices of underrepresented creators.
My report serves as a starting point for this series. It provides an overview of the historical marginalization and misrepresentation of various creative communities. It highlights the importance of addressing these injustices.Additionally, the report proposes potential solutions that can expand access and create a more inclusive media landscape. You can download this exciting report from this link:
New York Art Life Magazine. You worked with Serotonin Creative Consultancy for the customer SF Climate Week 2024; you created a poster for the “Sustainable Fashion Exhibition” event, which was organized by Serotonin Creative Consultancy.
Chalermpol Jittagasem. The client’s brief was clear – they wanted a typography and type design that would be bold and impactful, representing the edginess and fashion-forward nature of the event.
Given my typography and type design expertise, I eagerly took on the challenge. I understood the importance of capturing the essence of sustainability and fashion in a single design while also ensuring that it stood out and caught the attention of the target audience. With this in mind, I started brainstorming ideas for the typeface that would effectively convey the desired message.
Throughout the design process, I collaborated closely with the team at Serotonin Creative Consultancy to ensure that my vision aligned with their client’s expectations. I presented several iterations of the typeface, experimenting with different weights, styles, and layouts to achieve the desired impact. The team at Serotonin Creative Consultancy provided valuable feedback and guidance, ensuring that the final design met all requirements.
The result was a visually striking poster that successfully captured the essence of sustainability and fashion. The heavy typeface exuded a sense of boldness and edginess while also maintaining a sophisticated and stylish aesthetic. The design received positive feedback from both the client and attendees of the event. It effectively promotes the “Sustainable Fashion Exhibition” and generates interest among potential visitors.
New York Art Life Magazine. A graphic designer of talent like you can give three practical and straightforward advice to those who are starting in this field.
Chalermpol Jittagasem. For those aspiring to delve into Visual Communication and Graphic Design. The first tip is to master the foundational tools and software, such as Adobe Creative Suite. They are essential for creating professional-quality designs.Secondly, develop a strong understanding of design principles, including color theory, typography, and layout, to effectively convey messages visually. Lastly, cultivate a robust portfolio showcasing diverse projects to demonstrate your versatility and creativity to potential clients or employers. Consistent practice and continuous learning are crucial to staying current in this ever-evolving field.
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