Naturally Fluid Ainihin Aiki: Asalin Alama by Centrick

Naturally Fluid Ainihin Aiki: Asalin Alama by Centrick is a highly esteemed winner of the very prestigious 2022 Kyautar A' Design Award ta Tagulla in Zane-zane Competition Category.

TagullaZane-zane· 2022

Naturally Fluid Ainihin Aiki: Asalin Alama

by Centrick

Client: Centrick Marketing Solutions LLP

Kyautar A' Design Award ta Tagulla Winner in Zane-zane Category

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Verified Award Winner

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Colors

The Design

About Naturally Fluid Ainihin Aiki: Asalin Alama

Rubutun Littafi: Naturally Fluid alama ce ta asali da aka kirkira domin wani gagarumin bikin fim na kasa da kasa game da yanayi. Asalin ya yi amfani da harshen zane mai ruwa-ruwa wanda zai iya gabatar da jigogin bikin tare, ko kuma ya nuna kowane jigo shi kadai. An zana kuma shafe kowane sashi da hannu tare da ruwan launi (watercolours), sannan aka mayar da su na dijital aka hada su domin su yi kama da hadakar hotunan yanayi (collage). Rubutun sans-serif mai siffar geometric yana tafiya tare da zane-zanen asali. Alamomin kasuwanci da alamomin kalmomi suna taimakawa wajen sanin alamar cikin sauki. An tsara tsarin ne tun farko domin dijital, domin ya dace da nunawa a wayoyin hannu da kafofin sada zumunta.

The Recognition

About the Kyautar A' Design Award ta Tagulla

Zanen Naturally Fluid Ainihin Aiki: Asalin Alama ya lashe Kyautar A' Design Award ta Tagulla, wata karramawa mai tsananin daraja da ake bai wa zane-zane na musamman waɗanda ke da ƙirƙira, basira da hikima. Waɗanda suka lashe kyautar Tagulla kayayyakin fasaha ne masu ƙwarewa da ƙirƙira mai ban mamaki waɗanda ke tabbatar da babban gogewa, tunani da dabarun masu zanensu. Ana sa ran zanen Naturally Fluid Ainihin Aiki: Asalin Alama ya zama abu da ake girmamawa sosai, ake sha'awa da ƙauna, mai ƙwarewa da ƙirƙire-ƙirƙire. Wannan zane da ya lashe Kyautar A' Design Award ta Tagulla yana haɗa mafi kyawun ayyuka a fasaha, kimiyya, zane da fasahar zamani, kuma yana da kyau saboda kulawarsa ga cikakkun bayanai. Zanen Naturally Fluid Ainihin Aiki: Asalin Alama yana biyan buƙatu da kyau, yana taɓa sha'awa, yana jan hankalin zukata kuma yana jawo sha'awar sani.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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.
Dimensions & Packaging: 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
Production 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.
Design 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.
Research: 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?
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.
Project Duration: October 2021 to 30 December 2021, started in Mumbai and aired across the world.
Operation Flow: 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.
Team Members: Roy Menezes
Yash Chauhan
Zara Daruwalla
Vama Shah
Saurabh Choudhary
Malavika Shah
Shreyas GT
Krutika Mody
Anamta Shaikh
Kelly Dlima