They Know is a campaign revealing modern surveillance and data collection through provacative typography.

Campaign, Website,
Installation Concept
2025

Figma Prototype

Advised by Amy Auman

Your data isn’t just being collected online; its being shared, sold, and left vulnerable. Companies build a version of you—your habits, preferences, and personal information—all without your explicit consent, with every piece of information making you easier to target, manipulate, and expose.

Brief

How might I create a campaign that informs users through typography about digital surveillance and educates them on ways to control their data?

Educate users: teach about the issue, the actors, and its consequences

Increase awareness: help the general public learn about their personal exposure
Encourage action: provide tools and techniques to protect data

Encourage action: provide tools and techniques to protect data

Target
Audience

I wanted to emphasize why this should be concerning through a bold, in-your-face visual language while showing the issue’s personal consequences and risks. I initially planned on four sections, which was later reworked into three pages to become less redundant and more clear.

The Indifferent User: users with high tech saviness but think “why should I care?”

The Privacy Advocate: users with very high tech saviness that believe its their duty to protect their data; wants to seek resources

Content
Architecture

Visual
Development

How might I represent...

Physical tracking security cameras, people and movement

Digital tracking red light or outline indicating recording

Data code, ASCII art, pixel but avoid cliches

Website

View on Figma here

Identity

Installation Concept

Next Project

sbrosnah@gmail.com