Naturally Fluid Naske Sirûştî by Centrick

Naturally Fluid Naske Sirûştî by Centrick is a highly esteemed winner of the very prestigious 2022 Xelata A' Design Award a Tuncîn in Dîzayna Grafîk, Wênesazî û Ragihandina Dîtbarî Competition Category.

TuncGrafîk· 2022

Naturally Fluid Naske Sirûştî

by Centrick

Client: Centrick Marketing Solutions LLP

Xelata A' Design Award a Tuncîn Winner in Grafîk Category

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Verified Award Winner

Verify Award Status for #139075

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

Colors

The Design

About Naturally Fluid Naske Sirûştî

Naske Sirûştî nasnameyeke brendî ye ku bo festîvaleke fîlman a navneteweyî li ser sirûştê hatiye afirandin. Nasnameyê zimanekî dîzaynê şilbûyî bikar tîne ku dikare mijarên festîvalê bi hev re pêşkêş bike an jî her mijarekê bi tena serê xwe bibijirîne. Her hêmanek bi destan hatiye xêzkirin û bi rengên avî hatiye boyaxkirin, paşê hatiye dîjîtalîzekirin û li hev hatiye kombirin da ku dişibihe kolajeke sirûştê. Curetîpek geometrîk a sans-serif li gel wêneyên xwerû tê bikaranîn. Nîşanên brendê û nîşanên peyvan piştgirî didin naskirinê. Sîstem bi awayekî pêşî-dîjîtal hatiye dîzaynkirin da ku li ser amûrên mobîl û medyaya civakî xuya bike.

The Recognition

About the Xelata A' Design Award a Tuncîn

Naturally Fluid Naske Sirûştî xelatgirê Xelata A' Design Award a Tuncîn e, nasîneke pir bi prestîj ku ji sêwiranên berbiçav ên bi afirînerî, jêhatîbûn û zîrekiyê têne cudakirin re tê dayîn. Xelatgirên Tuncînê karên bi têra xwe jêhatî û bi awayekî balkêş afirîner in, yên ku ezmûna fireh, xeyal û çareserkirina sêwiranerên xwe piştrast dikin. Tê hêvîkirin ku Naturally Fluid Naske Sirûştî tiştekî pir hatiye rêzgirtin, sitayişkirin û delal be, bi awayekî berbiçav pîşekar û nûjen. Ev sêwirana bi Tuncînê serketî pratîkên çêtirîn ên huner, zanist, sêwiran û teknolojiyê digire nav xwe û ji bo baldariya li hûrgiliyan hêja ye. Naturally Fluid Naske Sirûştî pêdiviyan bi rengekî xweş tîne cih, destê xwe dide daxwazan, hestan dihejîne û meraqê dikişîne.

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