This book, The Tridea Project: Culturally Diverse Co-Creation, documents the brand's conception and its subsequent evolution. The content consists of three chapters, first an overview of the project and its creator. Second a detailed brand guidelines and thirdly a visual essay, discussing the brand values of inclusion and diversity, both of which have been pivotal factors to this 4 year research project. The book design has been crafted with materiality in mind and each aspect has been considered and contemplated to metaphorically represent the project values.

Lisa Winstanley is an Associate Professor and Associate Chair of Research at the School of Art, Design & Media at Nanyang Technological University. With over 15 years of commercial design experience and nearly two decades as a design educator and researcher, she has made significant contributions to visual literacy and visual communication. Her internationally recognised creative work has earned over 80 design awards, including a Red Dot Design Award, Graphis Awards, A’Design Awards, and iF Awards, and has been exhibited across 32 countries in venues such as the Oculus in New York, the State Tretyakov Gallery in Moscow, the National Museum of Art in Bolivia, and the Dongdaemun Design Plaza in South Korea. She is the founder and PI of the Design Ethics & Visual Integrity Research Lab (DEVIL), through which her research explores the intersections of ethical design practices and pedagogies. DEVIL adopts a dyadic approach across two interconnected research pillars: transformative strategies for addressing visual plagiarism, and designerly research exploring interdisciplinary social responsibility. Lisa also serves on the advisory and editorial boards of the On the Image Research Network, is Chair of the Global Undergraduate Awards Jury for the Visual Arts category, and is a board member of the ELIA Global Connectedness Working Group.

Lisa Winstanley is an Assistant Professor of visual communication at the school of Art Design and Media at Nanyang Technological University in Singapore. This design project was created as part of her current research into preventing visual plagiarism.