A COL­LAB­O­RA­TIVE EF­FORT

The Beau­ti­ful Meme high­lights all the cre­atives key to pulling off Twentytwo's vi­brant brand

Computer Arts - - Project Diary -

JONATHAN CALUGI

Jonathan's beau­ti­ful use of line and colour has won him com­mis­sions for Ap­ple, Her­man Miller, Airbnb, Sony and Bri­tish Air­ways. To cre­ate this il­lus­tra­tion for Twentytwo's food hall, Jonathan was in­spired by the con­cept of ‘bal­ance'; a search for a mind­ful, in­ner and outer bal­ance, where what we eat al­lows us to move and ex­press our­selves day to day as dy­namic hu­man be­ings.

PAULO PETTIGIANI

Turin-based pho­tog­ra­pher Paolo Pettigiani shot to fame when he de­picted Cen­tral Park us­ing his beau­ti­ful in­frared tech­nique, and his work has been cel­e­brated by The Wash­ing­ton Post, Vogue and Lonely Planet amongst oth­ers. We took him up to the top of the Lead­en­hall Build­ing to see the views Twentytwo will of­fer across the cap­i­tal, and to cap­ture them through his lens.

MERIJN HOSI

A visual artist based in the Nether­lands, Merijn Hos' pre­vi­ous il­lus­tra­tive com­mis­sions in­clude works for New York Times, Calvin Klein, MIT, Mercedes Benz, Jaw­bone, Nike and Wired. This im­age, cre­ated us­ing Pho­to­shop and a 1980s pho­to­copier, uses vivid colour against evening tones to suc­cess­fully cap­ture the re­laxed mood of Twentytwo's busi­ness club.

BAKER & EVANS

Baker & Evans is a still-life pho­to­graphic duo based in London and Paris. Founded by Bren­dan Baker and Daniel Evans, to­gether they've shot for such pres­ti­gious clients as Adi­das, Calvin Klein and Nike, and now for Twentytwo. We briefed them to cre­ate move­ment through the ma­te­ri­al­ity of the cy­cling jer­seys we de­signed to high­light Twentytwo's bike park.

THE BEAU­TI­FUL MEME

As well as over­see­ing the de­vel­op­ment of the Twentytwo brand, the de­sign­ers and ty­pog­ra­phers at The Beau­ti­ful Meme cre­ated pieces of art­work that con­trib­utes to the ex­pres­sion of the in­tended iden­tity. This ty­po­graphic ex­plo­ration is our in­ter­pre­ta­tion of the cre­ativ­ity and en­ergy present in The Ex­change, Twentytwo's in­no­va­tion hub for start-ups.

PAUL LEPREUX

Based in Paris, Paul Lepreux's client list in­cludes Louis Vuit­ton, Her­més and Bul­gari. His brief was to bring a light feel­ing to heavy ob­jects, with his work be­ing used to rep­re­sent Twentytwo's fit­ness fa­cil­i­ties. The weights were painted white then lit with the Twentytwo brand colours; the coloured light cre­at­ing a sense of weight­less­ness to con­tra­dict the true na­ture of the ob­jects.

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