The Quickening

We developed the typographic identity, animated film titles, and accompanying newspaper for The Quickening, a powerful sound and moving image artwork by artist Deirdre O’Mahony that explores the complex relationship between farming, food production, and ecological crisis.

The design approach references and reinterprets vernacular agricultural publishing (Farmers’ Journals and provincial newspapers) from the 1970s and 80s through a contemporary lens, creating a dialogue between past and present modes of communication. This aesthetic choice reflects both the deep roots of farming culture and the urgency of current environmental challenges addressed in O’Mahony’s work.

The newspaper, produced to accompany the Walls & Halls Tour and exhibition at The Douglas Hyde Gallery, served as a vital component in engaging audiences with the project’s research process. The cover doubled as the poster for the touring exhibition. It features interviews with farmers, documentation of the ‘Sustainment Experiment’ feasts, the artist’s correspondence with writer Lucy R. Lippard and the project’s libretto (displayed across several pages as the newspaper’s small ads). The publication’s design thoughtfully balances accessibility with archival significance, creating a tangible connection between the artwork and its audience, particularly in rural farming communities.

The typography complements the artwork’s exploration of multiple perspectives and voices and visually reference plough line patterns, interpreting the project’s themes of ecological interconnectedness, featuring both human and more-than-human elements that are central to O’Mahony’s work. The animated film titles and motion design reflect the “polyvocal response” to urgent environmental questions that the artwork represents.

This visual identity system unifies the project across various platforms and venues, from its installation at The Douglas Hyde Gallery to community screenings in barns and local halls throughout Ireland. The design work supports The Quickening’s mission to bridge the growing divide between food producers and consumers while highlighting crucial conversations about sustainable farming practices and climate change.