Naturally Fluid Brand Design by Centrick |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Naturally Fluid PRIMARY FUNCTION: Brand Design INSPIRATION: For a film festival about nature, nature formed the inspiration for the visual language and the tone of voice. The style of illustrations reflected the rawness of nature and its imperfect beauty. The films used Mother Nature as the voice to communicate with the audience and get them to watch the Kirloskar Vasundhara International Film Festival. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The Kirloskar Vasundhara International Film Festival, focuses on giving back to nature. The backdrop of every film festival are the themes. This insight sparked a dynamic design language that could highlight the themes collectively, or bring alive each theme individually, without losing its essence or recall. An organic, earthy style of illustrations was used. It was kept raw, unfiltered and coloured in a way that elements stood out individually, yet stayed together harmoniously, just as in nature. OPERATION / FLOW / INTERACTION: The film festival was hosted on insider.in. A brand film was used to communicate the essence of it, while shorter topical films brought alive the relevance of each theme. The design system used at the end of each film, was customised to stay relevant to the theme. The entire design language was kept fluid to render across social media posts, stories, reels, connected televisions, and most importantly mobile devices. It drove audiences to the film festival with just a simple click. PROJECT DURATION AND LOCATION: October 2021 to 30 December 2021, started in Mumbai and aired across the world. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: To create this unique visual language, we went back to the basics. Each element was hand drawn and completed using watercolours, converted to electronic format, cut out and put together in such a way as to resemble a collage of nature. The elements chosen for each theme ensured they would pop and shine due to their natural colour palette. Gilroy, a modern sans-serif font with a geometric touch was chosen as it's well-suited to graphic design while rendering beautifully across mediums. SPECIFICATIONS / TECHNICAL PROPERTIES: Being an online festival each element had to be created digital first. The design language had to render horizontally and vertically without compromising on brand recall. Promotional films had to play across media, devices and platforms. Each film had to be created in ratios of 1x1, 4x3, 16x9 and 9x16. We created Brand Marks, Word Marks that integrated elements of each theme while visually aiding recall and recognition. TAGS: brand identity, branding, communication, dynamic identity, fluid design system, visual language RESEARCH ABSTRACT: The world is changing. Humans, now, are not at the top of the food chain. We ignored the call to protect, conserve and nurture the world around them. We had to communicate the need for change. In Indian culture The Mother is considered the holy grail. More revered than her is Mother Nature. While she is worshipped, the manner in which she is, actually hurts her. Hence the entire concept revolved around the thought, your mother has something to say to you. Will you listen? CHALLENGE: A pandemic struck. What used to be an offline festival on wildlife, evolved into an online festival about nature. It covered topics such as health of society, health of nature and the state of food systems. This festival now needed a new identity that had to be crafted digital first and mobile friendly. We used hand drawn illustrations to create art forms coupled with a geometric typeface, giving it a distinctive look. It was kept fluid in nature to render across devices and platforms. ADDED DATE: 2022-03-10 08:09:54 TEAM MEMBERS (10) : Roy Menezes, Yash Chauhan, Zara Daruwalla, Vama Shah, Saurabh Choudhary, Malavika Shah, Shreyas GT, Krutika Mody, Anamta Shaikh and Kelly Dlima IMAGE CREDITS: Centrick, 2021. |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Centrick Marketing Solutions LLP PROFILE: Centrick builds brands, businesses, corporates and everything else in-between to make them look good, while being discovered, coveted, relished and shared by the people that matter. Because it pays to look good. |
| AWARD DETAILS | |
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Naturally Fluid Brand Design by Centrick is Winner in Graphics, Illustration and Visual Communication Design Category, 2021 - 2022.· Press Members: Login or Register to request an exclusive interview with Centrick. · Click here to register inorder to view the profile and other works by Centrick. |
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