NAT­U­RAL DE­SIGNS

Computer Arts - - Showcase -

REYKJAVIK FASH­ION FES­TI­VAL BRAND­ING by Se­ri­ous Busi­ness www.se­ri­ous­busi­ness.agency Mu­nich-based agency Se­ri­ous Busi­ness was asked to de­velop a new brand and di­rec­tion for Reykjavik Fash­ion Fes­ti­val that would bet­ter con­nect the event with Ice­landic fash­ion de­sign­ers, draw­ing global at­ten­tion. In­spired by one of the fes­ti­val’s val­ues, ‘dif­fer­ent by na­ture’, the team looked to the coun­try’s raw, nat­u­ral el­e­ments, choos­ing wind as the fo­cus for the 2017 edi­tion.

“We used vi­su­al­i­sa­tions of wind, and ar­rows, com­bined with pic­tures of the rough na­ture in Ice­land through­out the iden­tity,” ex­plains se­nior designer Thales Macedo. “The unique­ness of Ice­land’s na­ture al­lowed us to ex­plore many in­ter­est­ing di­rec­tions, while keep­ing the de­sign modern and el­e­gant.”

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