Naturally Fluid Idanimọ Ami-Ọja by Centrick is a highly esteemed winner of the very prestigious 2022 Àmì-ẹ̀yẹ Idẹ A' Design Award in Àpẹẹrẹ Àwòrán, Àpèjúwe àti Ìbánisọ̀rọ̀ Ojú-Ìwòran Competition Category.
IdẹÀwòrán· 2022
Naturally Fluid Idanimọ Ami-Ọja
by Centrick
Client: Centrick Marketing Solutions LLP
Àmì-ẹ̀yẹ Idẹ A' Design Award Winner in Àwòrán Category
Verified Award Winner
Verify Award Status for #139075The Design
About Naturally Fluid Idanimọ Ami-Ọja
Naturally Fluid jẹ́ idanimọ ami-ọja tí a ṣẹ̀dá fún àjọyọ̀ fíìmù kárí-ayé kan tí ó ń sọ̀rọ̀ nípa ìṣẹ̀dá. Idanimọ náà ń lo èdè ìṣàpẹẹrẹ tí ń sàn bí omi, tí ó lè ṣàfihàn àwọn kókó-ọ̀rọ̀ àjọyọ̀ náà papọ̀ tàbí kí ó ṣàfihàn ọ̀kọ̀ọ̀kan wọn ní ọ̀tọ̀ọ̀tọ̀. A fi ọwọ́ yà àti kun gbogbo ohun-èlò náà pẹ̀lú aró omi (watercolours), lẹ́yìn náà ni a ṣe é ní ọ̀nà dígítà tí a sì kó wọn pọ̀ láti fara jọ àkójọpọ̀ àwòrán ìṣẹ̀dá (collage of nature). Ẹ̀kọ̀ọ̀kan lẹ́tà onígùn (geometric sans-serif typeface) ni a fi kún àwọn àwòrán àdámọ́ wọ̀nyí. Àwọn àmì-ami àti àmì-ọ̀rọ̀ ni a lò láti ṣe ìrànlọ́wọ́ fún ìdámọ̀. A ṣe àpẹẹrẹ náà ní àkọ́kọ́ ní ọ̀nà dígítà kí ó lè fara hàn dáadáa lórí àwọn ẹ̀rọ alágbèéká àti àwọn ẹ̀rọ ìbánisọ̀rọ̀ láwùjọ (social media).
The Recognition
About the Àmì-ẹ̀yẹ Idẹ A' Design Award
Naturally Fluid Idanimọ Ami-Ọja jẹ́ olùborí Àmì-ẹ̀yẹ Idẹ A' Design Award, ìdánimọ̀ olókìkí gan-an tí a fún àwọn àwòṣe tó tayọ tí wọ́n yàtọ̀ nípasẹ̀ ìṣẹ̀dá, àrékérekè àti ọgbọ́n inú. Àwọn olùborí Idẹ jẹ́ àwọn ohun èlò tó ní ìjáfáfá gan-an tí wọ́n sì ní ìṣẹ̀dá tó yani lẹ́nu tí wọ́n ń ṣe ẹ̀rí ìrírí gbígbòòrò, ìrònú àti ọgbọ́n àwọn olùṣàwòṣe wọn. A retí pé Naturally Fluid Idanimọ Ami-Ọja yóò jẹ́ ohun tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó jẹ́ ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Idẹ A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ nínú iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ jọ, ó sì tayọ nítorí àfiyèsí rẹ̀ sí àwọn àlàyé kékeré. Naturally Fluid Idanimọ Ami-Ọja ń tẹ́ àwọn ohun tí a nílò lọ́rùn lọ́nà àgbàyanu, ó ń fọwọ́ kan àwọn ìfẹ́ inú, ó ń gbà ọkàn ó sì ń fa ìfẹ́ láti mọ̀ mọ́ra.
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
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