Found Generation
A generational study through history, design, and contrast.
Duration
Spring 2022
Activities
Brand identity design
Editorial & book design
Campaign & social design
Role
Senior Capstone
Overview
The Found Generation is a conceptual design project developed as my Senior Capstone for the College of Arts, Media, and Design at Northeastern University. Created across two semesters, the project explores the parallels between the Lost Generation of the 1920s and the current state of Gen Z, reframing a period of uncertainty through a more hopeful lens.
Through a system of editorial, campaign, and digital outputs, the project examines how moments of collective disillusionment can shape cultural identity and creative expression. The work culminates in a multi-part series including a book, poster set, and social campaign.
Background
The project originated during the COVID-19 pandemic, a time marked by global uncertainty and personal reflection. With the freedom to explore any medium or subject matter, I was drawn to historical parallels between generations shaped by crisis.
The Lost Generation, defined by the aftermath of World War I, experienced a deep sense of disillusionment and cultural shift. Inspired by this period and its creative output, I developed the concept of the “Found Generation” as a contemporary counterpart, exploring the idea that similar conditions today could lead to growth rather than decline.
Process
The project began with research into the cultural, political, and social conditions that defined the Lost Generation, alongside contemporary parallels within Gen Z. I organized the work into four core themes: labor, politics, race, and class, using these as a framework to explore recurring patterns across time.
From there, I developed a visual system centered on juxtaposition. Historic and contemporary imagery were paired through collage, while quotes from each era were mirrored across layouts to emphasize the continuity between generations. This approach became the foundation for all outputs across print and digital formats.
Brand System
The identity system was designed to bridge past and present through both typography and color. The primary typeface, Goudy Bookletter 1911, anchors the work in historical reference, while Franklin Gothic introduces a more modern, grounded counterpoint.
A simple palette of teal and burgundy was used to distinguish between the two generations across all materials. The logo features an interlocking F and G, symbolizing the connection between the Found and Lost Generations, while the broader visual language relies on layered imagery and collage to reinforce contrast and continuity.
Result
The final outcome consisted of a book, poster series, and social campaign that together form a cohesive narrative system. The book serves as the centerpiece, with each spread presenting a direct comparison between generations through paired imagery and mirrored quotes.
The project concludes with a call to action rooted in reflection and optimism, encouraging viewers to learn from the past while recognizing the potential for growth within moments of uncertainty.
