Dante’s Inferno

Build — Dante's Inferno
Build — Dante's Inferno

Every now and then we get an email from a young designer with a request, it could be for an internship, or for a bit of feedback on a project. Sometimes they ask if we would contribute to an exhibition that he/she is putting on.

This was what happened when Will Jackson a third year Graphic Design student from Manchester School of Art contacted us about an exhibition he was creating/curating. The theme of the show was ‘Inferno’.

We try and help young designers if we can, so we said yes to Will and contributed this poster for the show. It is based around Dante Alighieri’s epic 14th century poem Divine Comedy. The Inferno tells the journey by Dante through Hell, guided by the ancient Roman poet Virgil. In the poem, Hell is depicted as nice circles of suffering located within the earth.

We chose Dante’s Inferno as a starting point but updated for more modern times, switching the nine circles with brands. Each brand from each circle was chosen from current news stories about that particular company that matched the circle (Lust, Greed, Wrath etc).

The breakdown:
Limbo — American Apparel prepares to file for bankruptcy.
Lust — Everyone lusts after Apple products right?
Gluttony — The truth about McDonald’s kale salad.
Greed — The Rise and Fall of RBS.
Wrath — Three more companies face shareholder wrath over executive pay.
Heresy — Starbucks ‘removed Christmas from their cups because they hate Jesus’.
Violence — Perhaps too easy a target?
Fraud — Tesco trio to stand trial in September 2017 over fraud charges.
Treachery — Britain’s new fleet of nuclear submarines ‘betrays UK steelworkers’.

So, if you are a student, or recent graduate and you have a nice idea, or you just want a question answered or would like a bit of advice…get in touch. On that note we have just announced a new thing called AskBuild, so yeah…AskBuild :)