Generace F is a campaign designed to connect different generations and foster dialogue to find solutions to key societal challenges. The project began with seven public debates called F-Talk, held across the Czech Republic. These were supported by an intensive social media campaign and concluded with the creation of a Toolkit — the final project output mapping the key priorities of people aged 18–34, based on research data.

The campaign communicated the idea that regardless of labels like Generation Z, Millennials, or Generation Alpha, everyone who cares about the future belongs to Generation F (Generace F) — a generation that asks questions, seeks answers, and demands responsibility and real solutions.

The campaign was created in cooperation with a creative agency and STEM, a Czech research institute focused on sociological research. The agency developed the core concept and visual identity based on bold colors and AI-generated 3D “F” visuals linked to the F-Talk debates.

My role was to adapt this identity for digital and print materials, making complex data, statistics, and graphs clear and visually engaging across platforms.

The bold and highly saturated color palette was a step outside my comfort zone, especially when adapting it for print. Matching colors consistently across formats was challenging.

In the end, the solution was to use bold colors mainly for posters, where strong visual impact was essential. For digital communication, I relied more on Díky, že můžem’s core black-and-white palette, using bright colors as accents. We also worked with grainy black-and-white photography, which gave the campaign a raw, distinctive look.

Each F-Talk debate was promoted individually. Every week, I prepared a full set of print materials for each city. The outdoor campaign included posters, billboards, and city lights across the Czech Republic.

The stickers were designed to be minimalistic but interactive, focusing on strong statements rather than decoration.

Social media communication was very intensive, with daily content production. My main goal was to make data-driven and educational content visually engaging and easy to consume. Although working with statistics can be challenging, clarity and impact were always the priority.

The communication was divided into three phases: Phase 1: Introducing Generace F and inviting audiences to the F-Talk debates

Phase 2: Sharing key topics, questions, and solutions discussed during the debates in the series "Feeling lost?"

Phase 3: Presenting the Toolkit as the final outcome of the project

The campaign was fast-paced, with tighter deadlines than usual. Seeing the results of our work not only in Prague but across multiple cities in the Czech Republic was incredibly motivating and made the intensity of the project worthwhile.