'For What It's Worth'

June 2025 | Graphic design | ANU Speculative Design course

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“For What It’s Worth” is a poster series set in a speculative Canberra where clean energy transport has replaced carbon-based vehicles. In this world, the posters act as pro-clean energy propaganda, with each image capturing a different stage in the city’s transition.

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The series is built on familiarity. Each poster depicts a well-known Canberra landmark, including Telstra Tower, the Australian War Memorial, Parliament House and the Shine Dome. Shrouding these sites in pollution and dulling their glow was a deliberate provocation, designed to prompt a visceral reaction from a broad Canberran audience. The final image breaks from this, showing a blue-skied, almost utopian view of the lake with a tram running along its edge, to show what embracing clean energy is truly “worth.”

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I used recognisable landmarks to give the campaign sentimental value. If audiences in this future can see themselves in the images, I believed they would be more likely to engage with the message, making the series more persuasive.