In one of the projects during my studies at Berghs School of Communication we were asked to produce an ident for the fashion brand Fifth Avenue Shoe Repair. They wanted something that would convey their identity in the right way and in 7 seconds.
We visited their store in Stockholm and got a great presentation of the clothes and shoes, the atelier and the overall mood of the brand. We brought with us some printed material and took a lot of photos.
We knew we wanted to stay close to the brand colors and shapes and communicate a fierce and somewhat volatile look. The brand was edgy and had loads of attitude, so we wanted to interpret that into something more abstract and dynamic to compliment the brand.
With an abstract and dynamic focus we wanted to play around with paint marbling using acrylic paint and water. We filmed the whole process of dripping paint into a water bath, swooshing it around, and capturing the natural movements that happened. Using this film material we could now edit and cut it to fit our storyboard. Adding the sound produced and mixed by Andreas, making it an ident close to brand that packs a punch. I really loved the process and end result of this project.
Do you need a creative lead or a designer? Maybe you need a logotype, design guidelines, a website, a whole new visual identity, or just some extra hands on deck in your team? Reach out and I will get back to you within 2 business days!
