Incomprehensible is a campaign which is acting as an advocate for social equality and affordable living. This campaign is aiming to communicate the incomprehensible perspective of living in London from individuals in lower socioeconomic classes who cannot comprehend living there.
London is the most unequal region for household income in the country. This means that the socioeconomic divide is most evident in this location as housing can be a key source of socioeconomic difference. With the peak of housing prices in London, the gap of the socioeconomic divide is only going to grow wider.
The initial visual development of the campaign utilised a combination of photography and typography. With some further experimentation and development, the ‘incomprehensible’ letterforms were created in order to maximise the visual impact of the campaign.
