SOME PROJECTS...
PROJECTS New Nightlife Experience Supporting Culture Planning Forward Nightout Guide Soundwaves as Heartbeats Evolution is Reactive
Branding (online & print)
NEW NIGHTLIFE EXPERIENCE
PRYZM is one of UK’s biggest nightclub chains. With venues in London, Brighton, Bristol, Leeds and Cardiff, it attracts thousands of youngs souls every weekend. PRYZM’s personality is bold, dynamic, engaging, alluring, mysterious and young.
When considering the logo design it was important to portray a sense of the concepts which had been previously identified with the PRYZM brand - a visual representation of the PRYZM ethos that the public would be intrigued by. With this in mind I looked to works of art which are able to stimulate the mind, optical illusions (op-art) and images with a graphic influence, like impossible perspectives and dreamy, alluring motifs. These can inspire for future PRYZM artworks and imagery. Artists: M. C. Escher, Magritte, Oscar Reutersv채rd, Rob Gonsalves
A NEW NIGHTLIFE EXPERIENCE
some brand touchpoints
A NEW NIGHTLIFE EXPERIENCE
image-making
A NEW NIGHTLIFE EXPERIENCE
in the club
StudioClio is a cultural institute located in Porto Alegre. I’ve chosen to work on this project due to my sympathy for the company, which is locally renowned for running high-quality lectures and events. The fields of knowledge discussed include Visual Arts, Music, Literature, Gastronomy and Philosophy. The majority of StudioClio’s public is composed of 40+ year old individuals who work in the creative industry. After a detailed marketing analysis I’ve established that, in order to keep expanding, the Institute must also attract a younger audience. Creating private bespoke activities for corporations would likewise provide the financial boost StudioClio needs in order to continue growing within a city where
Pre-existing brand
the government support of culture is scarce.
Brand extension (print + digital)
SUPPORTING CULTURE
SUPPORTING CULTURE CONCEPT
In order to approach the new
INTERDISCIPLINARY
clientele, a new story had to be told.
art, music, literature, gastronomy, philosophy
Not only does a brand extension enhance StudioClio’s portfolio but it also permits to communicate a new kind of service formulated for the
C u s t o m i s at i o n personalisation, bespoke, tailored, ‘Sob Medida’
demanding corporate public.
CLASSICISM/HUMANISM connection with the pre-existing StudioClio brand
M A I N C O N C E P T: E X C L U S I V I T Y unique, different, private
SUPPORTING CULTURE CREATING THE NEW BRAND
Corporate symbol Scroll
NEW SYMBOL Quill
To achieve consistency, I opted to create the new brand by way of deconstruction of the original StudioClio brand. In terms of meaning, the quill complements the scroll both being essential tools used in classical times for spreading knowledge.
SUPPORTING CULTURE THE NEW BRAND
SUPPORTING CULTURE IMAGERY AND BRAND APPLICATIONS
SUPPORTING CULTURE WEBAPP: WIREFRAME SKETCH
W E B A P P L I C AT I O N Online tool that presents decision makers with events selected based on company interests and profile. An inbuilt algorithm and list of pre-defined events match the users choices. At the end of the process, specific requests can also be made.
SUPPORTING CULTURE WEBAPP: USER JOURNEY
SUPPORTING CULTURE VERIFICATION
PUBLIC PERCEPTION
Manual
In order to test the effectiveness of the designs, a group of 20 people
S o f i s t i c at i o n
that compose the target market
Art
was interviewed.
Classic
de marca
Elegance The following concepts and words
Professionalism
featured predominantly in their
Ta i l o r - m a d e
responses. which proves the success
Trustworthy
of the project for this public.
Seriousness
VIEW BRAND BOOK
Plan Penny is a scandinavian planning tool for professional use, a little helper that allows the user organise projects in an intuitive and visual way. The main product concepts are: Stay of top of things Plan forward Keep the overview
M a in vis u a l r ef e r en ce Danish beacons: sømÌrke Marks or symbols that are set up to guide ships (so captains can plan the next move). After climbing the ladder to the top, a person can have a good view of the area around.
Brand creation (digital)
PLANNING forward
planning forward
inspiration and sketches
planning forward
Final logo and colours
planning forward
typography and icons
planning forward
landing page
planning forward
pitch deck and mobile
Brand creation
NIGHTOUT GUIDE
Creation of name and three brand concepts for NIGHT.GRID - a smartphone app that helps partygoers to navigate through a chain of nightclubs, skip queues and order drinks.
nightout guide concepts
Soundplate is a London-based independent record label focused on dance music. The client requested a slight icon refresh in order to add an extra layer of interest to the brand. We defined conceptual routes that appeal to underground and mainstream music followers.
Brand refresh (online & print)
soundwaves as heartbeats
soundwaves as heatbeats
experiments and final logo
soundwaves as heatbeats
why a heart?
The new Soundplate brand should pump energy. I envision a moving icon that ressonates how music makes us all feel. Let’s promote soundwaves as heartbeats.
soundwaves as heatbeats
brand touchpoints
soundwaves as heatbeats
Ubiquitous shape
The circle shape is everywhere in modern daily life. The easy and quick appropriation of (sometimes) random instruments to build the Soundplate icon will keep a surprise element to each new artwork produced. It’s a strategy to differentiate the brand from its competitors, who most of the time only apply their ‘raw’ logo onto a background in different colours.
soundwaves as heatbeats
artworks
soundwaves as heatbeats
social media
Part of the project was to provide guidelines for Soundplate’s online presence. The brand is very active on social media and needed a digital identity that reflects its new bold personality.
My key insight for this visual essay comes from Jessica Helfand’s ‘Dematerialisation of Screen Space’ (2001) in which the author critiques the scope of technological evolution. I analysed ways in which humans react to technology and how it is reactive to us. Taking into account Charles Darwin’s evolution studies, I also came across the concept of eugenics and how DNA manipulation technologies can distort our notion of natural selection. The final visual language is a result of experiments with risograph printing and digital manipulation.
Visual Essay (Risograph + digital)
EVOLUTION IS REACTIVE
Moodboard (visual research)
Anderson Dalle Laste andy.renmei@me.com +44 7447 527 044 E2, London, UK