Naturally Fluid ブランドアイデンティティ by Centrick is a highly esteemed winner of the very prestigious 2022 A' Design Award 銅賞 in グラフィックス・イラストレーション・ビジュアルコミュニケーションデザイン Competition Category.
銅グラフィック· 2022
Naturally Fluid ブランドアイデンティティ
by Centrick
Client: Centrick Marketing Solutions LLP
A' Design Award 銅賞 Winner in グラフィック Category
Verified Award Winner
Verify Award Status for #139075The Design
About Naturally Fluid ブランドアイデンティティ
Naturally Fluidは、自然をテーマとした国際映画祭のために制作されたブランドアイデンティティである。流動的なデザイン言語を用いることで、映画祭の複数のテーマを一体的に表現することも、個々のテーマを単独で際立たせることも可能となっている。すべての要素は手描きで水彩により彩色された後、デジタル化され、自然のコラージュを思わせる構成へと組み合わされた。素朴な質感のイラストレーションには、ジオメトリックなサンセリフ書体が組み合わされている。ブランドマークとワードマークが認知性を高める役割を担う。このシステムは、モバイル端末やソーシャルメディア上での表示を前提に、デジタルファーストの発想で設計された。
The Recognition
About the A' Design Award 銅賞
Naturally Fluid ブランドアイデンティティは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Naturally Fluid ブランドアイデンティティは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Naturally Fluid ブランドアイデンティティは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。
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
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