Fractal world is an exhibition of succulents in the Botanical Garden.

Idea: The visual language for the exhibition is based on geometric shapes that represent the fractal nature of succulents or, if looked from a more abstract angle, they resemble visual illusions. It refers to both scientific studying of succulents, and the joy that we can get from observing or owning one.

Graphics: The cornerstone of the graphics is the theory of fractals — a pattern that repeats at different scales. The range of use of this technique is quite wide: from the way the needlepoints are assembled into geometric plants to the whimsical shapes made of them.

Font: The chosen font is a classical Georgia complemented by a more down-to-earth Suisse Intl. Georgia represents traditional academia inherent to botany as a science while Suisse Intl shows a more modern approach that is less rigid and more versatile.

Colours: Walking in a botanical garden you will encounter two prevalent colors — the green of the flora and the blue of the sky and water. Thus, the main color of the visual identity is green with all its hues. Extra materials are made in blue as a secondary color.

Scaling up: The identity has a more intimate feel as it was made for the festival rather than a brand. More formal formats use center align and green colors. But then we can afford more room for creativity — a set pattern of graphic elements can be broken to include typography. It creates a sense of playfulness with something akin to walking through a garden, wondering what’s around the corner. Which turn to choose next?

In brief: Fractal world is an attempt to find a new more scientific angle for succulents as if we were botanists from the botanical garden while keeping it fun and lively.