flecha and azo
project team
date
client
mandate
K.Bridger / A.Peters
03.2023
NSCAD Graduates
Propose a graphic identity
for NSCAD’s 2023 graduation exhibition, ‘designing for a
better future.’
ideation
Initial ideation revolved the cube’s affinity for modular concepts. Main themes were diversity and solidarity,
as per the client’s diverse design backgrounds and common goal, designing for a better future.
exploration
Font pairings, color palette explorations and lighting experimentation allowed the design to evolve digitally. The client retained specific elements, such as slightly blurred shapes and controlled lighting.
Through a different format, we sought to uncover more ideas. With Ms. Peter's input, a new title and tagline rejuvenated our creativity. The business card format was kept by the client for additional assets.
exploration
Simple shapes, bright colors, and a suggestion of light guided our final approach. The tagline, which ultimately centered around 'shifting focus' tied the blurred semi-circles to the theme by alluding to camera lenses and conveying ideas of uncertainty and distance.