Naturally Fluid Ikimenyetso cy'Ikigo by Centrick

Naturally Fluid Ikimenyetso cy'Ikigo by Centrick is a highly esteemed winner of the very prestigious 2022 Igihembo cya A' Design Award cya Buronze in Igishushanyo cy'Amashusho Competition Category.

BuronzeAmashusho· 2022

Naturally Fluid Ikimenyetso cy'Ikigo

by Centrick

Client: Centrick Marketing Solutions LLP

Igihembo cya A' Design Award cya Buronze Winner in Amashusho Category

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Colors

The Design

About Naturally Fluid Ikimenyetso cy'Ikigo

Naturally Fluid ni ikimenyetso cy'ikigo cyakozwe kuri festivali mpuzamahanga y'amafilimi ijyanye n'ibidukikije. Iki kimenyetso gikoresha ururimi rw'igishushanyo rugenda neza rushobora kwerekana insanganyamatsiko za festivali hamwe cyangwa kwerekana buri nsanganyamatsiko ku giti cyayo. Buri gice cyanditswe cyaranashushanyijwe intoki hakoreshejwe amabara y'amazi (watercolours), hanyuma bihindurwa mu buryo bwa digitale bikanahuzwa kugira ngo bisa n'agakusanyirizo k'ibidukikije. Imisusire y'inyuguti ya geometrike idafite serif iherekeza ibishushanyo fatizo. Ibimenyetso by'ikigo n'ibimenyetso by'amagambo bifasha mu kumenyekanisha iki kigo. Iyi sisitemu yashyizweho ikoreshejwe ubwa mbere ikoranabuhanga rya digitale kugira ngo igaragare neza kuri terefone ngendanwa n'imbuga nkoranyambaga.

The Recognition

About the Igihembo cya A' Design Award cya Buronze

Naturally Fluid Ikimenyetso cy'Ikigo ni uwegukanye Igihembo cya A' Design Award cya Buronze, ishimwe ry'agaciro gakomeye ritangwa ku bishushanyo by'indashyikirwa birangwa no guhanga, ubwenge n'ubushishozi. Abegukanye Buronze ni ibihangano bifite ubuhanga bwinshi kandi bihanga cyane, bishimangira uburambe, ubwenge n'ubushobozi bw'ababihanze. Naturally Fluid Ikimenyetso cy'Ikigo biteganyijwe ko izaba ikintu cyubahwa, gishimwa kandi gikundwa, gifite ubunyamwuga n'udushya. Iki gishushanyo cyegukanye Buronze gikoresha uburyo bwiza mu buhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga kandi kirarenze mu gutaha ku tuntu duto. Naturally Fluid Ikimenyetso cy'Ikigo ishimisha ibyo dukeneye, ikora ku byifuzo byacu, itwara amarangamutima yacu kandi ikurura amatsiko yacu.

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