Brief from Red Dog:
Showcasing the best emerging talent, the ICAD Upstarts Exhibition has been a highlight of Design Week since 2006. Each Upstart will choose one of the briefs undertaken over the course of the programme to exhibit.
Your brief is to create a visual brand that extends to the exhibition/experience design. The final design solution should accommodate all 14 Upstarts (9 advertising, 5 design) in a fair and equal way whilst also allowing for the exhibition of various media.
Your solution must take into account that the budget is tight. Think flexible, easy to realise and cost-effective.
The project draws inspiration from Basque fronton courts, where the delimiting walls and the lines that project from them generate what is almost 'raw space'.
This idea is built through a physical device that gives a structure and a theme to the exhibition.
Each upstart would avail of a wall space for exhibiting the selected project, a vertical board for personal and contact information, and a counter that could accommodate a portfolio and additional items. A ‘personal mailbox’ encourages feedback by allowing viewers to instantly drop quick comments or thoughts without the need of phone or email.
The structures are designed to be built with ordinary sheets of oriented strand board (OSB), which come at a lower cost and have a more ‘raw’ texture than plywood. These boundaries are extended to the whole exhibition space through the use of detachable tape over walls, floors and ceilings.
‘Boundaries’ is proposed as a theme for the exhibition, with a focus on their stimulating aspect (questioning their common perception as limiting entities). Boundaries can provide physical
and conceptual structure, as is they do for this exhibition. However the theme could also relate to conceptual boundaries, such as the ones between advertising & design or academia & professional practice.
and conceptual structure, as is they do for this exhibition. However the theme could also relate to conceptual boundaries, such as the ones between advertising & design or academia & professional practice.
The intended audience of creatives allows for a more exploratory identity. Following the idea of boundaries acting as support elements, the type has been projected onto three-dimensional
surfaces. The logo could be physically displayed at a ceiling corner in the exhibition venue.
Development work:
