Larissa Andreoli
Visual Identity Booklet
Research
INA
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ART
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DANCE
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Behind DanceFiber AL R U NAT
SOF
T ER
NS A D À PRÊT
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THRE
COMFO RT
T N E
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M E V O
ORIGINAL
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AL QU
T F A CR
DanceFiber DNA During the course of the project, the brand DNA slowly started to become clearer as it faded away from the idea of yoga and sports, and steared towards the world of music and casual wear. During the prosentation Lucia De La Putta gave, she stated 6 main characteristics around her brand: original, comfort, movement, colour, natural and quality. The originality of the products are on the use of natural fibers in a high-intensity activity; the comfort comes from the flexibility and porosity of the fabrics; the movement is also associated with the fabric and the world of dance; the coulours come from natural dyes and vibrant colours ; and the quality of the products are on their fabric composition.
Research
The fabric NATURAL WOOL 100% MERINO WOOL
SOURCED FROM AUSTRALIA NATURAL COTTON 100% ORGANIC COTTON
SOURCED FROM EGYPT
ARTISANAL WEAVING
WOVEN IN ITALY
100% ORGANIC COTTON & WOOL
DanceFiber’s fabrics At the client’s presentation, the journey the product takes from its primary material to the finished project seemed to be a point in which the client was strongly connected and passionate about. By personally choosing it’s artisans, the brand reinforces the importance of the fabric’s making as it directly influences the final product. In Italy, craft activity of weaving is the main differential of the brand as it values European labour and craft art.
lois greenfield MOVINGSTILL
Floating fabrics .
Narrative development
Narrative development As a starting point to the project, terms such as flexibility, movement and suspension came to mind. However, the quality of the fabrics were the main aspect in which the project grew from. Analysing the work of photographer Lois Greenfield in Moving Still, she compliments the dancers movements with organza that is both slightly transparent and light . Slowly, this idea of floating between light fabrics and the movement of the dancers, my attention turned to the movement of the hands and how they also played a part in this idea of lightness.
CRAFT
NIC ES O M HAR WAV
ING T A O L F
LIGHTNESS
Carefully crafted fabrics
Narrative
Narrative and key elements From the initial concept ideas, the hidden idea of music came to play as I explored ways in which I could translate music into something visible. The idea of the craft and the making of the product was also very present as I realised the fabric’s qualities (lightness and porosity/transparency) were strongly influenced by its makers. Therefore, I wanted to reinforce the quality of the fabric as it was so light it could float.
THE MAKERS HANDS
FLOATING
DISPLAY
LIGHTNESS
HANGERS
HANGING SYSTEM
Elements .
Design rationale
Visual key elements From the concept of Carefully crafted fabrics, the element of craft was translated in the simplistic and humble loop system current throughout the store; the literal interpretation of the craft process was represented by mannequin hands offering the final product as part of the display. The elements of floating and lightness could be seen in the hanging system and also the finishes on the tables.
0001 Hemp Rug Cotton Macrame
Kvadrat
Woolfelt wall panelling Buxkin
Beleaf Veneer Banana leaf paper
Aluminium copper coated
Carefully crafted fabrics
Acrylic
Narrative
DanceFiber’s materials With the idea of craft in mind, it would only be appropriate to choose materials that reflect that aspect of handmade. The ropes are cotton Macrame in white, with little metal elements at the end. The carpet on the floor is 0001 Hemp from Kvadrat which has a very visible stithing pattern to it. The use of warm coloured metal elements is present throughout the detailing. A sustainable cladding to the tables using banana leaf veneer called Beleaf is complimented by a wavy acrylic on top. The legs of the tables are reinforced rope in the same shade as the metal elements.
Musical element
Design rationale .
Musical element: Giselle As the idea of music beiing very present in the day-to-day of the client and her brand, it was clear to me that music should be very present in the design. As I researched about classical ballet, I found out about a French ballet play called Giselle that was very important for the history of ballet as it was the first time ballerinas were all dancing en pointe. The main characted Giselle also has a very strong personality that is reinforced by music . A piece of her songs are recurrent throughout the whole play as it accompanies a set of ballet moves that strenghten her character. That is called a leitmotif and it can be easily spotted in the music sheet.
Giselle Leitmotif Design rationale
Giselle’s leitmotif A leitmotif is a recurring melody played along with a characted or allusion to a theme as a recurring thematic pattern. It is a way of telling a story through music. Highlighted above are Giselle’s leitmotives on the Piano.
Design rationale
partitur as a structure
Storyboard
frequency waves
music waves
breaking the partitur
partitur structure
sound frequency waves the final structure
The design story As visible on DanceFiber’s logo, frequency waves compose the colourful backdrop to the letters. As my interest for music and its connection with the client and her audience, I looked into a way of turning music waves into sound frequency waves. Since Giselle’s leitmotif was very powerful, I used it as a template from which a wave was composed. As an attempt to try to turn the music sheet even more present visually, I slowly tried to break the partitur as it slowly became my structure and recurring element throughout the store.
Design rationale
Overview .
The concept overview In sum, from the logo’s wavy appearance, to Giselle’s leitmotif sound waves, I achieved a look that can be directly related to the brand and the concept.
2.2m
suspended ropes
Design development
sound wave cutout
Selfridges store
passageallowance
02
03/03/2019
LVB
LVB
1:20@A3
4/4
As the project evolved, a few adaptations needed to be made. Giselle’s leitmotif needed to be boken up to allow for people to enter and move around the space. However, the waves of Giselle’s leitmotif were overlayered to create a depth of field and create a sort of layer effect as users navigate through the store.