IN­SIDE OUT

Computer Arts - - Showcase -

IAN BEN­NETT IDEN­TITY by Joel Derk­sen www.joelderk­sen.com

Tasked with en­sur­ing peo­ple would as­so­ciate ar­chi­tect Ian Ben­nett’s work with his name, free­lance de­signer Joel Derk­sen took Ben­nett’s port­fo­lio to ar­chi­tect blog­gers and mu­seum cu­ra­tors, and re­quested feed­back on what they found com­pelling. “This un­locked pos­si­bil­i­ties for him, help­ing him to start talk­ing about what he is re­ally about as a de­signer – not just as a brand – in ways that would at­tract the right types of clients and projects,” ex­plains Derk­sen.

The core idea be­hind the iden­tity de­sign rests on a play be­tween the con­cept of in­side and out­side. Ben­nett blends spa­ces in his work, en­gag­ing them in dif­fer­ent ways and warp­ing ex­pec­ta­tions around what in­side and out­side means. “I re­alised that the pa­per it­self is a plane in space that can be ma­nip­u­lated,” says Derk­sen. “So, what if the pa­per en­gages with the sur­face of the desk? The en­ve­lope?” Clas­sic Grotesque en­sures Ben­nett’s work isn’t over­pow­ered by the ty­pog­ra­phy.

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