Naturally Fluid برانڊ سڃاڻپ by Centrick is a highly esteemed winner of the very prestigious 2022 A' Design Award برونز انعام in گرافڪس، عڪاسي ۽ بصري رابطي جو ڊيزائن Competition Category.

برونزگرافڪ· 2022

Naturally Fluid برانڊ سڃاڻپ

by Centrick

Client: Centrick Marketing Solutions LLP

A' Design Award برونز انعام Winner in گرافڪ Category

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Colors

The Design

About Naturally Fluid برانڊ سڃاڻپ

نيچرلي فلوئڊ هڪ برانڊ سڃاڻپ آهي، جيڪا فطرت بابت هڪ بين الاقوامي فلم فيسٽيول لاءِ ٺاهي وئي آهي. هيءَ سڃاڻپ هڪ سيال ڊزائين ٻولي استعمال ڪري ٿي، جيڪا فيسٽيول جي موضوعن کي گڏيل طور پيش ڪري سگهي ٿي يا هر موضوع کي پنهنجي طور تي نمايان ڪري سگهي ٿي. هر عنصر هٿ سان ڊرا ۽ واٽرڪلرز سان پينٽ ڪيو ويو، پوءِ ان کي ڊجيٽل روپ ڏئي فطرت جي ڪوليج جهڙو بڻائڻ لاءِ ملايو ويو. هڪ جاميٽرڪ سانس-سيرف ٽائيپ فيس ھنن خام مصورين سان گڏ رکيل آهي. برانڊ نشان ۽ لفظي نشان سڃاڻپ کي وڌيڪ مستحڪم بڻائين ٿا. هيءَ سرشتي کي ابتدائي طور تي ڊجيٽل نمونن تي رکي ٺاهيو ويو آهي، ته جيئن موبائل ڊوائيسز ۽ سوشل ميڊيا تي بهترين نموني سان پيش ٿي سگهي.

The Recognition

About the A' Design Award برونز انعام

Naturally Fluid برانڊ سڃاڻپ A' Design Award برونز انعام جو کٽيندڙ آهي، تمام گهڻو معزز اعتراف جيڪو تخليقيت، اختراع ۽ ذڪاوت سان ممتاز بهترين ڊيزائنن کي ڏنو وڃي ٿو. برونز جا کٽيندڙ ڀرپور مهارت واريون ۽ نمايان طور تخليقي شاهڪار آهن، جيڪي پنهنجي ڊيزائنرن جي وسيع تجربي، تخيل ۽ ڏاهپ جي تصديق ڪن ٿيون. Naturally Fluid برانڊ سڃاڻپ کان اميد ڪئي وڃي ٿي ته اهو هڪ تمام گهڻو قدر ڪيل، ساراهيل ۽ پيارو شيءِ هوندو، قابل ذڪر حد تائين پيشه ورانه ۽ جدت وارو. هي ڊيزائن جنهن A' Design Award برونز انعام کٽيو آهي، فن، سائنس، ڊيزائن ۽ ٽيڪنالاجي ۾ بهترين طريقا شامل ڪري ٿو ۽ ننڍين تفصيلن ڏانهن ڌيان ڏيڻ ڪري شاندار آهي. Naturally Fluid برانڊ سڃاڻپ ضرورتون خوبصورتيءَ سان پوريون ڪري ٿو، خواهشن کي ڇهي ٿو، جذبن کي موهي ٿو ۽ تجسس ڇڪي ٿو.

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