"Of Influence" is a politically charged design project investigating systems of persuasion, ideological conditioning and visual power. Through the construction of a conceptual brand, the project explores how authority shapes collective belief through carefully constructed visual language, establishing two opposing identities of comfort (soft power) and discomfort (hard power) to form the foundation of the project’s conceptual narrative. At the centre of the project is a series of nesting dolls, represented through poster campaigns, used as a metaphor for political layers of influence. Each layer progressively reveals deeper systems of manipulation, reflecting how ideology is internalised within society. The posters act as manifestations of the project’s two belief systems, exposing the tension between passive conformity and critical awareness.

The project examines our relationship between comfort and discomfort in mass communication, questioning how visual culture can be used to shape behaviour. Through confrontational propaganda messaging, "Of Influence" creates a narrative that encourages viewers to question the structures they participate in and the extent to which personal autonomy is manufactured by the illusion of choice.