A joule is a unit that measures energy or work force. The Joule project seeks to implement this unit of measurement globally, it aims to make it universal and see it replace the various units currently used. A new symbol, graphic identity and global campaign have been created to promote this international system. Besides bringing the concept closer the campaign must provide a learning process and a transition between the two metric paradigms.
I have created a simple typographic symbol that is easy to memorise and recognise as it is a symbiosis between two existing elements: a J (presently used) and an open infinity. This symbol refers to an overriding concept of the project, the idea that energy is neither created nor destroyed, it simply changes.
Visually, I also express this idea in the campaign through hybrid photographic compositions, juxtaposing disparate or antagonistic energies. From the global to the specific. From the mechanical to the human. But all in the same framework, embraced by the symbol, becoming global.
