Split In Two is a collaborative project created by Maria Genkina and Gayoung Kim for the D&AD New Blood Awards in response to the Google × HMCT brief. The campaign explores how typography can communicate the emotional duality of bipolar disorder, translating invisible psychological states into a visual language that can be experienced rather than simply explained.
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Inspired by the contrast between manic and depressive episodes, the identity system uses shifts in rhythm, scale, composition, and distortion to visualize emotional instability. Rather than relying on clinical narratives, the campaign transforms typography into a tool for empathy — making complex inner experiences more visible, relatable, and human.