Visual identity study & experiemental design through digital and physical artifacts
DURATION
6 Weeks
ROLES
Visual Design, Content & Research Strategy, Art Direction
TOOLS
Adobe Illustrator, Adobe Photoshop, Figma, Protopie
PROJECT OVERVIEW
A visual design study for a senior-level design course. Studying design qualities and gathering insights from design precedents such as Gert Dumbar, Studio Feixen and Ellen Lupton, we proposed a series of physical and digital artifacts for the Biennale Architettura. We created these various graphic compositions through many rounds of experimental ideation with type and form.
INITIAL RESEARCH
PHYSICAL ARTIFACTS
From these insights, our approach combined image and type manipulation to induce a disorienting sort of energy. Our goal within our visual composition was to interlace different patterns and forms to create a sense of dynamic motion. The blurring and chopping of elements creates a sense of busy-ness, adding depth and readability but is balanced by the generous white space.
DIGITAL ARTIFACTS
Taking our insights and approach from our physical artifacts, we further explored and developed the flexibility of our visual composition in a digital space. We explored how to articulate our design qualities through implementing micro-interactions in order to create a microsite for the Biennale Architettura.
Our primary goal was to captivate attention by disorienting the peripheral visual and interlace figures and ground to guide the flow of content. We wanted our micro-interaction to subtly unveil content from a void by transitioning the points of focus. We pulled specific examples from our research to keep us on track and help us unify our interactions.
REFLECTION
Throughout the 4-week process of this project, many challenges were faced within our team. Being able to creatively experiment with our visual skills and applying unique design qualities was a challenge. Using techniques such as extensive grouping and iterating allowed us to strengthen and expand our ideas to diverge more effectively. Being able to combine each others unique visual experimentations and converging ideas was a big learning opportunity. We learned to use insights from our design precedents to understand various design qualities in our experimentation. This project has allowed me to understand and use my research to create a visual identity. Typography was also a big challenge we faced throughout the project; however, this project has allowed me to expand my knowledge of form and manipulation of type.
FINAL ASSETS
During the 4-week period of the project, we created three (3) different approaches that focused on three (3) unique qualities. Towards the final weeks, we narrowed it down to one approach. Although, we did not move forward with the other approaches, we still created physical and digital assets for them. Below are the final assets for one of the earlier approaches I primarily contributed to.
The approach we chose to move forward with for our final assets was the green poster (below). This approach combined various design elements drawn for earlier iterations. Our final assets include a physical poster, two banners, a postcard (front & back), and a digital microsite.
