Naturally Fluid Kev Sib Cog Lus Ntawm Cov Yam Ntxwv Lag Luam by Centrick

Naturally Fluid Kev Sib Cog Lus Ntawm Cov Yam Ntxwv Lag Luam by Centrick is a highly esteemed winner of the very prestigious 2022 A' Design Award Tooj in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.

ToojDuab Kos· 2022

Naturally Fluid Kev Sib Cog Lus Ntawm Cov Yam Ntxwv Lag Luam

by Centrick

Client: Centrick Marketing Solutions LLP

A' Design Award Tooj Winner in Duab Kos Category

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Verified Award Winner

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Colors

The Design

About Naturally Fluid Kev Sib Cog Lus Ntawm Cov Yam Ntxwv Lag Luam

Naturally Fluid yog ib qho kev sib cog lus ntawm cov yam ntxwv lag luam tsim los rau ib qhov kev ua kev lom zem yeeb yaj kiab thoob ntiaj teb hais txog ntuj tsim. Cov yam ntxwv no siv ib hom lus tsim qauv ntws yaws uas muaj peev xwm nthuav tawm cov ncauj lus ntawm kev ua kev lom zem ua ke lossis nthuav qhia txhua lub ncauj lus nws tus kheej. Txhua yam khoom siv ntawv tau kos thiab pleev xim nrog cov dej xim (watercolours) ntawm tes, tom qab ntawd hloov ua digital thiab sib txuas ua ke kom zoo li ib daim duab sib txuas ntawm ntuj tsim. Ib hom ntawv sau geometric sans-serif nrog cov duab kos ntawm. Cov cim lag luam thiab cov cim lo lus pab txhawb kev paub txog. Lub kaw lus tau tsim ua digital ua ntej txhua yam kom nthuav tawm zoo rau ntawm cov khoom siv mobile thiab social media.

The Recognition

About the A' Design Award Tooj

Naturally Fluid Kev Sib Cog Lus Ntawm Cov Yam Ntxwv Lag Luam yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Naturally Fluid Kev Sib Cog Lus Ntawm Cov Yam Ntxwv Lag Luam xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Naturally Fluid Kev Sib Cog Lus Ntawm Cov Yam Ntxwv Lag Luam ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

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