AD

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2019

TYPE

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branding
simulation
sound design

ACQUA ALTA



The core of a brand concept designed with Italian heritage in mind. It is tailored to a lifestyle or government-affiliated business operating within the beverages, hydroelectric power, or water filtration industry.




This wordmark is custom-made. I intended for it to communicate sanctioned, technical trustworthiness with sufficient charme to fit a lifestyle brand. The bowls of the letters are thick and evenly spaced, establishing a rhythm. Humanist elements, such as the ears on the ‘a’ characters, were added to offset the harshness of the geometric style foundation, while a second dimension of contrast is generated through juxtaposing circular and rectangular base shapes.

Intensive study of typography led me to start creating my own letters. There are a number of drafts utilizing hand-drawn script as well, which I may or may not publish at some point.




Making a motion poster for smart signage systems was the original idea for the brand. It is featuring FLIP 3D simulation with multiple forces directed to throw the fluid around in a way that has it splash. The sound design is inspired by field recordings mastered to resemble water in an enclosed space with a warm ambience.




It is partly an ode to the Festa di San Marco in Venice, and, of course, the acqua alta natural phenomenon. The copy on the poster consists of stanzas by Francesco Petrarca, to whom we owe the petrarchan sonnet, and the typeface is Faune, made by Alice Savoie for the Centre National des Arts Plastique.


©

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2019
Kenneth Itamah

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