Light - Discovering Umbria Typographic Puke by Paul Robb

Light - Discovering Umbria Typographic Puke by Paul Robb is a highly esteemed winner of the very prestigious 2020 A' Design Award Keleawe in Hoʻolālā Paʻi a me Pāpaho Paʻi Competition Category.

KeleawePaʻi· 2020

Light - Discovering Umbria Typographic Puke

by Paul Robb

Client: Salt & Pepper

A' Design Award Keleawe Winner in Paʻi Category

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Verified Award Winner

Verify Award Status for #88176

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Light - Discovering Umbria Typographic Puke

Ma hope o ka haunaele nui o ka makahiki 2016, ua koi ka Umbria Region o ʻĀpana i kahi hou o kāna kamaʻilio ʻana. ʻO kēia māhele ka huakaʻi e hōʻike ana i nā waiwai moʻomeheu o nā wahi i ʻike ʻole ʻia o ka ʻāina. Ua hoʻolālā ʻia kēlā me kēia ʻaoʻao o ka pauku kuhikuhi i ke kuhikuhi ʻana i ka haʻi ʻana i nā moʻolelo. ʻOiai ʻo ka huakaʻi hele kiʻi kiʻi o ka ʻike a me ka moʻomeheu ʻike ʻole, ka mea i ka ʻatikala o ke kāʻei o ka katalona ua mālama ʻia e hoʻoponopono i ka moʻolelo ʻike.

The Recognition

About the A' Design Award Keleawe

Ua lanakila ka hoʻolālā Light - Discovering Umbria Typographic Puke i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Light - Discovering Umbria Typographic Puke he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Light - Discovering Umbria Typographic Puke i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

Behind the Design

Press Kit

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

Unique Properties: Dynamically anchoring the catalogs are two bespoke typefaces. The first font is three different combinations. Inspired from concealing and reflect the words with controlled randomness emulating the lighting situations in continual flux. The same word yields different combinations each time creating a rhythmic pattern.
The second font was inspired by shadows within the photographs and the idea of expanding light. Each letter is extended characterizing the long-drawn shadows.
Dimensions & Packaging: Cover: Fedrigoni sirio black black gr. 290
Internal pages: Fedrigoni arco design da gr. 140
Tags: Type/Font Design, Identity design, Catalog, Photography, Typography
Production Technology: Volume: 256 pages
Cover: Silkscreen printing
Internal pages: 4 color offset
Design Challenge: Having been affected by the earthquake of 2016, these catalogs explore and celebrate the cultural unseen beauty of the region of Umbria. The catalog accompanies the traveling exhibition, used to demonstrate how little of the cultural heritage was affected by the earthquake and to dispel misrepresented ideas in the press.
Research: All areas of the Umbrian territory were visited and researched by the journalist, Cristiana Mapelli. Developing the story from the local population we were able to discover places only they knew, exposing cultural elements not on the normal visitors itineraries.
Inspiration: The catalogs explore the links between photography light and shadow within the confines for the rich local cultural heritage, a photographic journey of the territory and juxtaposes custom typefaces and contemporary layout.
Project Duration: Design and Art direction from November 2018 to January 2019, Umbria, Perugia
Operation Flow: The book was developed as a marketing and branding territorial advertising piece. We were approached to identify and refocus and create a marketing tool to requalify and reinforced an optimistic public perception of the region. Only 7% of the territory was damaged by the earthquake but reported in the press as being 100% damaged, the concept was to reinforce the brand reputation and demonstrate to the territory.
The project has been shortlisted to the Italian ADI Design Index - Compasso d’oro 2020 and won Gold at the Novum Awards 2019 and Sustainable design of the year at the Novum Awards 2019.
Team Members: Designer & Art Direction: Paul Henry Robb
Type design: Paul Henry Robb
Designer: Moira Bartoloni
Animator: Tommaso Calderini
Audio: Paul Henry Robb
Photography: Marco Giugliarelli
Copy: Cristiana Mapelli
Image Credits: Photography copyright, Paul Robb & Marco Giugliarelli