DEPTFORD SEESAW

Design by
Mikey Lily Sonal Lann
INITIAL RESEARCH
INITIAL RESEARCH
Deptford is an area on the south
bank of the Thames in south-east
London and home to many south
Londoners, but over the past few
years, their long-time home has
undergone forceful gentrification.
Deptford is sandwiched between
affluent Greenwich and New
Cross, and its culture attracts many
artists and creative people. This
has brought attention to the area,
attracting developers who have their
own ideas about Deptford, and a
wave (or perhaps more of a ripple)
of middle-classification has hit
Deptford, which is now gradually
becominghometotrendycafes,bars,
and restaurants. But at the same
time, it has left the community with
a number of problems that cannot
be ignored, such as a reduction in
greenery, the planned removal of
affordable housing, and an increase in
the cost of living. This has led to a
stark stylistic difference between the
historic Deptford and the gentrified
Deptford, and has increased the
disparity between the rich and poor
of its residents.
A Topographical Map Of The Country Twenty Miles Round London 1800 William Faden, Charing Cross

CONTEXTUAL RESEARCH
CONTEXTUAL RESEARCH
VISUAL RESEARCH
Equality Perfect Egalitarianism (Veil of Ignorance)
Philosophers hold John Rawls mentioned in his "A Theory of Justice" that legal equality is not
POOR
different views enough, and he thought it should be taken into account that people have
on the concept of different resources and conditions, namely the differences between individuals.
equality. Today, RICH
there are roughly Rawls's solution to the problem of inequality is to put a "veil of ignorance" over
three mainstream everyone. He advocated that people return to the original state, that is, discard
views: perfect their identity, conditions, gender and other factors to look at the problem.
egalitarianism,
John Rawls
egalitarianism
of luck and
liberalism.
Liberalism (Self-Ownership)
Robert Nozick, on the other hand, is opposed to Rawls's idea of redistributing
RICH
the wealth of the rich, that is to say, raising taxes on the rich. He believed that
people have self-ownership, and that the inequality of the result should not
POOR
demand the inequality of the process.

Nozick's argument is that the rich and poor are not equal, but that it should not
be the law that requires the rich to give more money to help the poor. But he is
not opposed to voluntary help from the rich.

Robert Nozick

Luck Egalitarianlism (Equality of Opportunity)

What Cohen thought was that the system of justice would rule out the luck
factor of a person not doing as well as someone else out of choice. RICH POOR

So Cohen's approach is to have equal opportunity for rich and poor, and by
equal opportunity I mean to take into account individual differences.
Gerald Allan Cohen

CONTEXTUAL RESEARCH
 CONTEXTUAL RESEARCH

贫富问题

Based on the views of the above philosophers, we

believe that the problem of the large gap between
the rich and the poor in Lewisham is mainly
due to the government's policy of building new
apartments to replace the old ones. For those who
already live in relatively cheap old apartments, there
is no help from the government. So they staged
demonstrations against the government's action.
 Early Buildings
Brand New Buildings

VISUAL RESEARCH
 Early Building's Roof Brand New Building's Roof

SLOPE FLAT

VISUAL DEVELOPMENT
 SEE(PRESENT) BRAND-NEW &
EQUALITY SEESAW SAW(PAST) OLD BUILDINGS

VISUAL DEVELOPMENT
 1 Seesaw as a basic type 4 Adjusting the aesthetics of graphics

DEPTFORD SEESAW

2 Simplifying the shape 5 Coloured and standardised

DEPTFORD SEESAW

3 Adding elements to reflect 6 Logo and text combinations

the concept of 'Equality'

VISUAL DEVELOPMENT C 100 M 80 Y 42 K 6

VISUAL DEVELOPMENT
C 25 M 5 Y 88 K 0

C 70 M 13 Y 17 K 0

C 77 M 43 Y 0 K 0

C 100 M 80 Y 42 K 6
POSTER A VISUAL DEVELOPMENT
POSTER B VISUAL DEVELOPMENT

SEE DEPTFORD
SAW DEPTFORD

SPLIT
LINE

SPACE

In our research, the voices of the poor in deptford did not count, and even though they organized
protests, the government did not. That became the inspiration for this poster. The voice of the poor
is like Morse Code. You can't understand them without being in their environment. You can't
understand Morse Code without knowing the code sheet.