Naturally Fluid

Brand Design for Centrick Marketing Solutions LLP

The Kirloskar Vasundhara International Film Festival focuses on giving back to nature. The backdrop of every film festival are the themes. This insight sparked a dynamic design language to highlight the themes collectively, or bring alive each theme individually, without losing its essence or recall. An organic, earthy style of illustrations was used. Centrick kept it raw and unfiltered, coloured in a way that elements stood out individually, yet stayed together harmoniously, just as in nature.

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Naturally Fluid by Roy Menezes

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Brand Design by Roy Menezes

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Roy Menezes Naturally Fluid

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Centrick Marketing Solutions LLPBrand Logo

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Naturally Fluid Brand Design Press Releases

Discover our press releases for Naturally Fluid available in the following languages: English.

Naturally Fluid Brand Design Media Articles

Utilize our prepared articles to feature Naturally Fluid, available in the languages: Korean, Indonesian, Japanese, Russian, Hindi, Turkish, Arabic (Standard), German, French, Portuguese, English, Spanish, Dutch, Italian and Chinese (Mandarin).

Unique Properties

The Kirloskar Vasundhara International Film Festival, focuses on giving back to nature. The backdrop of every film festival are the themes. This insight sparked a dynamic design language that could highlight the themes collectively, or bring alive each theme individually, without losing its essence or recall. An organic, earthy style of illustrations was used. It was kept raw, unfiltered and coloured in a way that elements stood out individually, yet stayed together harmoniously, just as in nature.

Tags

brand identity, branding, communication, dynamic identity, fluid design system, visual language

Production Technology

To create this unique visual language, we went back to the basics. Each element was hand drawn and completed using watercolours, converted to electronic format, cut out and put together in such a way as to resemble a collage of nature. The elements chosen for each theme ensured they would pop and shine due to their natural colour palette. Gilroy, a modern sans-serif font with a geometric touch was chosen as it's well-suited to graphic design while rendering beautifully across mediums.

Design Challenge

A pandemic struck. What used to be an offline festival on wildlife, evolved into an online festival about nature. It covered topics such as health of society, health of nature and the state of food systems. This festival now needed a new identity that had to be crafted digital first and mobile friendly. We used hand drawn illustrations to create art forms coupled with a geometric typeface, giving it a distinctive look. It was kept fluid in nature to render across devices and platforms.

Project Duration

October 2021 to 30 December 2021, started in Mumbai and aired across the world.

Operation Flow

The film festival was hosted on insider.in. A brand film was used to communicate the essence of it, while shorter topical films brought alive the relevance of each theme. The design system used at the end of each film, was customised to stay relevant to the theme. The entire design language was kept fluid to render across social media posts, stories, reels, connected televisions, and most importantly mobile devices. It drove audiences to the film festival with just a simple click.

Research

The world is changing. Humans, now, are not at the top of the food chain. We ignored the call to protect, conserve and nurture the world around them. We had to communicate the need for change. In Indian culture The Mother is considered the holy grail. More revered than her is Mother Nature. While she is worshipped, the manner in which she is, actually hurts her. Hence the entire concept revolved around the thought, your mother has something to say to you. Will you listen?

Inspiration

For a film festival about nature, nature formed the inspiration for the visual language and the tone of voice. The style of illustrations reflected the rawness of nature and its imperfect beauty. The films used Mother Nature as the voice to communicate with the audience and get them to watch the Kirloskar Vasundhara International Film Festival.

Project Overview

Naturally Fluid Brand Design has been a Bronze winner in the Graphics, Illustration and Visual Communication Design award category in the year 2021 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

Image Credits

For design images and photos please credit Roy Menezes.

Bronze Recognition

Roy Menezes was recognized with the coveted Bronze A' Design Award in 2022, a testament to excellence of their work Naturally Fluid Brand Design.

Roy Menezes Press Releases

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Naturally Fluid: A Dynamic Brand Design for Kirloskar Vasundhara International Film Festival

Award-winning designer Roy Menezes crafts a unique visual language inspired by nature for the online film festival, airing from October to December 2021.

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