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“Chaotic” identity system for big Russian event-marketing company

“Chaotic” identity system for big Russian event-marketing company

In 2016-2017, Erohnovich Roman (also known as whomakesit) with his team created an identity system for a brand new event agency prostorcrew. Within three years, a new low-cost agency has become a significant player in the market — partly due to the qualitative approach to visual communication. In 2019, prostorcrew made a breakthrough: first, with Porsche Sportscar Together Day and then, Redbull Soundclash.

In a new identity system, Roman manifests a comprehensive approach to business, life, and art: chaos as a system and the system as chaos. New identity does not oppose them: one is the consequence of others.

Prostocrew is business and art, work and action-packed movement, budget tables and watching the sunsets on the site. This way, the team has created a series of layouts that may seem unstructured from the outside, but that is, in fact, based on principles of modular design and strict grid.

The ‘chaos-system’ metaphor is reflected in graphical tools:
Modular design: random, chaotic visuals are, in fact, built using a strict grid. This is a visualization of how confusion and chaos can live within the guidelines of modularity and system laws. This is a key graphic metaphor that can be traced in all our media. Animated shapes: they bring dynamics to the design and make the layout perception more difficult, as well as support and highlight the chaos effect.

Typography: own Nudla typeface, as a strict grotesque in modern style, gets the system by the balls and stops it from falling apart. Creative 3D illustrations and animations: they complement the visual imagery and expand the variability of media usage. Color model: gives an affirmative and sometimes aggressive note to communication.

CREDIT

  • Agency/Creative: whomakesit
  • Article Title: “Chaotic” identity system for big Russian event-marketing company
  • Organisation/Entity: Network, Published Commercial Design
  • Project Type: Identity
  • Agency/Creative Country: Russia
  • Market Region: Multiple Regions
  • Project Deliverables: Brand Architecture, Brand Creation, Brand Identity, Brand Redesign, Brand World, Branding, Graphic Design, Identity System, Research, Tone of Voice
  • Industry: Entertainment
  • Keywords: Graphic design, brand identity, design, brand guidelines,

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