Naturally Fluid 브랜드 아이덴티티 by Centrick is a highly esteemed winner of the very prestigious 2022 A' Design Award 동상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

동그래픽· 2022

Naturally Fluid 브랜드 아이덴티티

by Centrick

Client: Centrick Marketing Solutions LLP

A' Design Award 동상 Winner in 그래픽 Category

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The Design

About Naturally Fluid 브랜드 아이덴티티

Naturally Fluid는 자연을 주제로 한 국제 영화제를 위해 제작된 브랜드 아이덴티티이다. 이 아이덴티티는 유연한 디자인 언어를 사용하여 영화제의 여러 주제를 한데 모아 보여주거나 각 주제를 개별적으로 부각할 수 있다. 모든 요소는 손으로 그리고 수채화로 채색한 뒤 디지털화하여 결합함으로써 자연을 담은 콜라주와 같은 느낌을 자아낸다. 기하학적 산세리프 서체가 이러한 거친 질감의 일러스트레이션과 어우러진다. 브랜드 마크와 워드마크는 인지도를 뒷받침한다. 이 시스템은 모바일 기기와 소셜 미디어에서 구현되도록 디지털 우선으로 설계되었다.

The Recognition

About the A' Design Award 동상

Naturally Fluid 브랜드 아이덴티티, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Naturally Fluid 브랜드 아이덴티티, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Naturally Fluid 브랜드 아이덴티티, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

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