Projecting the future of art
Digital Impact is more than an exhibition; it is an art and design experience that transcends the boundaries between the physical and virtual world.
It is a city to explore and a map that names those individuals who are creating
the present and future of art.
Directed by Pep Salazar and curated by Héctor Ayuso, Digital Impact
is a disruptive radiography of the current state of digital art and design, located at the Disseny Hub in Barcelona.
To carry out this ambitious project in our city, the creators of OFFF entrusted us with the development of the entire visual identity for the exhibition.
One of the questions posed by the installation is: What would Dalí think about these works of art? Just as a painter works on a canvas and uses oils to create his paintings, a digital artist uses a screen as a canvas and his oils are data. Our goal and main motivation in the search for its identity was to find a way to communicate this new form of making art.
Our starting point was the impact that this new way of digital art can have on us. Just as the action of one object being thrown with force against another does not leave the latter indifferent, the exhibition seeks to generate the same effect on the people who attend it. And it is precisely this impact that we seek to reflect in the identity we create for the exhibition.
Behind these artworks, there is data: zeros and ones that form part of the skeleton of each piece. It is from here that we build its branding. By showcasing the pieces, supported by the visual identity, it is as if we can see both the face and guts of the artworks themselves.
Thanks to this base, we propose a liquid and mouldable identity that can be adapted to any platform. Whether on a website, a billboard, or even on social media, the elements must support the communication, regardless of the medium.
We also played with different colours to prevent the communication pieces from being flat and to allow them to represent the various options of artworks present in the expo.
In this way, we have ensured that Digital Impact fulfils its mission, both inside and outside the exhibition, not to leave you indifferent.
