Visual Communication - Bachelor

Ungoldilock

trophy Awarded

People's Choice

Ungoldilock is a stationery brand and social campaign made by and for perfectionists. To combat the endless search for ‘just right’, the Ungoldilock philosophy encourages perfectionists to take messy action and become comfortable with imperfection.

Lucy Schramm

PROJECT STATEMENT

The traits most commonly associated with perfectionism – being detail-oriented, high-achieving, and organised – are almost universally respected, but do not paint the full picture of perfectionism. Many perfectionists hold themselves to unrealistically high standards and have a persistent fear of failure, which can hold them back from achieving their goals and aspirations. But with the positive reputation that often comes with the ‘perfectionist’ label, it can be hard to find the motivation to shake those habits.

These conflicting views on perfectionism hint at the spectrum on which perfectionism exists. Maladaptive perfectionism presents as constant self-critique and the frequent experience of ‘analysis paralysis’, where the person is so fixated on completing a task perfectly from the start that they find it near impossible to begin at all. Adaptive perfectionism sits on the other end of that spectrum, characterised by resiliency and a healthy motivation to set and achieve ambitious goals.

This project sprung from the belief that perfectionists have the capability to move from one end of the spectrum to the other. Rather than trying to reject their perfectionistic traits altogether, it is more important for perfectionists to be given the tools to develop more resilient, adaptive thought patterns so they can achieve their goals. The primary aim of this project is to embody that adaptive mindset and share it with others.

Brand identity

Stationery collection

Perfectionism often rears its head in the contexts of work or study, so the Ungoldilock stationery collection is designed to redirect self-critique into an adaptive, ambitious mindset.

Stickers

Desk Decor

Merchandise

Ungoldilock Process Documentation

Lucy Schramm

Lucy Schramm is a Brisbane-based graphic designer with a deep passion for visual communication design in both print and digital media. Lucy specialises in branding, layout design, and typography. Alongside her studies, Lucy has worked as a freelance designer supporting small businesses with brand development and identity design, and she currently works as a junior designer in QUT’s Internal Communications department.