Typeface design based on psychologist Joseph Jastrow; a man who studied human perceptions and illusions. Applications include a typeface manual and poster.
Using keywords such as “illusion” and “perception,” Experima’s grid system was based on a transparent cube. The transparent cube has the illusion of going forward or backwards in space, depending on how you look at it. Experima's characters play with the idea of changing directions in space and letting the viewer determine which way the lines are going.