FISHY FIND­INGS

Computer Arts - - Showcase - by Jack Ren­wick www.jack­ren­wick­stu­dio.com

Jack Ren­wick was tasked with cre­at­ing a name, visual iden­tity and mar­ket­ing com­mu­ni­ca­tions for a canal­side res­i­den­tial devel­op­ment in Fish Is­land in Hack­ney Wick, east Lon­don. “We knew there would be a lot of neg­a­tive feel­ings about the devel­op­ment,” says Ren­wick, “so we wanted to pro­duce some­thing that was not only ar­chi­tec­turally in-keep­ing with the sur­round­ings, but also had some au­then­tic Fish Is­land char­ac­ter.”

The stacked ty­po­graphic ap­proach uses wood­block prints to sug­gest the pal­lets of tim­ber found in the work­shops and tim­ber yards that once pop­u­lated the area. “The over­all aes­thetic is strong, bold and in­dus­trial, with a nod to crafts­man­ship,” he adds. “The black and white pal­ette en­sured a con­tem­po­rary, pre­mium feel.”

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