Fabryka Sztuki (the Art Factory) constitutes a center of urban culture located at the premises of the 19th century Księżny Młyn (The Royal Mill) factory in Łódź, Poland. It centers its activities around cultural and artistic education, theater, visual arts, and music. We were commissioned with the task to prepare and execute a creative concept of visual communication for two series of events: Perform_Tech and -#przepraszamy, że w czwartek (#PZC, we apologize that it’s on Thursday). The events were run as a part of the celebrations commemorating one-hundred years of the avant-garde in Poland. Their execution was subsidized by the Ministry of Culture and National Heritage.
We prepared the entire concept of visual communication: posters, flyers, graphics used in different social media channels… In short – the complete branding. It was very important for us to make sure that the materials we create fully reflect the unique spirit of the events as well as the essence of the place where they are held. As the events are dedicated to the avant-garde movement and the location itself is an urban culture hub we had to make sure that our visual communication for them addresses both and remains equally relevant through different artistic perspectives. We settled for the edgy geometrics with the emphasis on the light/dark contrast to underline the overall mood of the events and cultural movement behind those.
We faced the challenge of developing a coherent brand communication for the series of events diverse in form and content. We’ve combined various techniques in order to emphasize the qualities which made Perform_Tech and #PZC unique. To begin with, We’ took advantage of commercial graphics, but also relied on advanced 3D and rendering techniques ensuring the final prints are flawless.
We’ve also experimented with typography. Applying different and sometimes contrasting fonts to different visual materials we wanted to underline the uniqueness of each of the events of the Art Factory. It also allowed us to demonstrate the importance of the textual form to the overall visuals of the product.
In total, we believe we managed to perfectly express diversity, multidimensionality, and dynamics of the projects in a minimalistic form.
All of the actions presented in terms of the Perform_Tech and #PZC projects are close to the idea of the coexistence and interfusion of art, science, and technology, whereas each is crucial for the development of contemporary art. Our concept of the visual identity for these events was dominated by rawness, modernity, and a limited form. This concept was approved by the client who considered it to be coherent with the character of the events it became a part of branding for. The experience of working with a cultural institution was very valuable for us, and enriched not only our portfolio but also broadened our horizons.