PROJECT [ 00 - 2 ]

2020

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OVERVIEW

INFO

Case study
May - 2020
Branding /
Motion

Exploring the world
of online subcultures

Exploring the
world of online
subcultures

Rise of internet has given birth to the most peculiar of the subcultures that are not bound by any social norms of what is deemed normal or acceptable. "Decode" is an exhibition case study that explores the close connection between the internet and the vast, undiscovered world of people whose interests and affections are both terrifying and astonishing.

OVERVIEW

Case study
Branding / Motion

June
2021

INFO

Exploring the
world of online
subcultures

Exploring
the world
of online
subcultures

Collective is a Danish music organisation dedicated to pushing the boundaries of sound and creativity. Rooted in the rule breaking musical tradition of Copenhagen, Collective aims to uplift upcoming artists who are uncompromising and true to their vision. And that mission needed a brand that matches.

[ 1 ] THE CHALLENGE

From the start, I asked myself a simple question: how to translate the unconventionality of different online subcultures into tangible branding elements that will promote the exhibition and engage the audience. I wanted them to both discuss the subcultures and introspect about how it relates to their own interests.

The challenge consisted of making a brand elements that will be coherent across touchpoints, captivating to the audience and true to the theme of the exhibition.

[UP] FLYERS
[LEFT] MOBILE SCREENS

‍
[RIGHT] BOOKLET

[ LEFT ]
TOTE BAG

[ 2 ] INSPIRATION

The inspiration for brand and visual idenity stems from the early 2000s aesthetics centered around Y2K excessiveness, heavy green color associated with the flickering computer screens, sense of rebellion and deliberate ugliness.

I was drawn to the exploration of the digital frontiers through the lens of social outcasts & the underground cultures where technology was both a promise and a threat. That nostalgic approach captures the essence of what the goal is. To showcase the mysterious and sometimes isolating nature of belonging to the obscure subcultures.

[UP] INSIDE BOOKLET
[DOWN RIGHT] BILLBOARD

[ 3 ] THE SOLUTION

A heavy moss green that encapsulates the feeling of early 2000s tech was chosen as a main brand color. 2 versions of Maison typeface, alongside with 4 shapes emulating different coding symbols serve as the backbone of visual identity. Images used are raw, gritty, showcasing the unedited version of people the exhibition revolves around.

Copywriting is interrogative in nature, asking the audience how they see themselves and how they relate to different subcultures they are observing. I wanted the message to be reflective in nature, making you realise there are bits of them in all of us.

[LEFT] STICKERS

[DOWN] STATIONARY MATERIALS
[DOWN RIGHT] CASETTE DESIGN

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