Naturally Fluid Fa'asinomaga Fa'apisinisi by Centrick

Naturally Fluid Fa'asinomaga Fa'apisinisi by Centrick is a highly esteemed winner of the very prestigious 2022 A' Design Award Apamemea in Mamanu Ata Fa'atusa Competition Category.

ApamemeaAta Fa'atusa· 2022

Naturally Fluid Fa'asinomaga Fa'apisinisi

by Centrick

Client: Centrick Marketing Solutions LLP

A' Design Award Apamemea Winner in Ata Fa'atusa 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 Fa'asinomaga Fa'apisinisi

O le Naturally Fluid o se fa'asinomaga fa'apisinisi na fatuina mo se fa'afiafiaga o ata tifaga fa'avaomalo e uiga i le natura. O le fa'asinomaga e fa'aogaina ai se gagana fa'atulagaga tafe e mafai ai ona fa'aali fa'atasi mata'upu autu o le fa'afiafiaga po'o le fa'ailoa mai o mata'upu ta'itasi na'o ia lava. O elemene ta'itasi na tusia ma valiina lima i vali sui (watercolours), ona fa'atumatika ai lea ma tu'ufa'atasia ina ia foliga mai o se fa'apotopotoga (collage) o le natura. O se ituaiga tusitusiga geometric sans-serif e fa'atasi ma ata fa'ata'ita'i mata'ina. O fa'ailoga fa'apisinisi (brand marks) ma fa'ailoga upu (word marks) e lagolagoina ai le iloagofieina. Na muamua mamanuina le faiga i le auala fa'atekonolosi (digital first) ina ia lelei ona fa'aalia i masini feavea'i (mobile devices) ma feso'ota'iga fa'aagafesootai.

The Recognition

About the A' Design Award Apamemea

O le A' Design Award Apamemea na manumalo ai Naturally Fluid Fa'asinomaga Fa'apisinisi, o se faamaoniga matuā mamalu e tuuina atu i mamanu ese e iloga i le fatufatuaʻi, le atamai ma le poto. O ē manumalo i le Apamemea o mea e iai le tomai atoa ma fatufatuaʻi mataʻina e faamaonia ai le poto masani tele, le mafaufau ma le atamai o tagata mamanu. E faamoemoeina Naturally Fluid Fa'asinomaga Fa'apisinisi e avea ma mea e vivii tele, ua pelepelea, e iloga i le tomai faapolofesa ma mea fou. O lenei mamanu na manumalo i le A' Design Award Apamemea e tuufaatasia ai faiga sili i le faatufugaga, saienisi, mamanu ma tekonolosi ma e sili ona lelei i le mataituina o mea itiiti. Naturally Fluid Fa'asinomaga Fa'apisinisi e faamalieina matagofie manaʻoga, pa i manaʻo, faalataina lagona ma faaosofia le fia iloa.

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