Designing a font for Imaginary Friends, a collective exhibition of contemporary art.

Designing a font for Imaginary Friends, a collective exhibition of contemporary art.

Maker

Client

Fundació Joan Miró

Category

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About the project

Graphics and communication for a collective exhibition of contemporary art at the Barcelona Fundació Joan Miró called "Imaginary Friends".

What sparked this project?

We wanted to create a space for the imagination so the challenge was to work on the empty space in the middle of a typographic construction. We also wanted to design a specific font type for the project.

What is your approach to working on a project like this? Do you follow a specific process or framework?

We also like to work in a concise and simple idea related to the value proposal of the project. In this case, an exhibition in which the curatorial line was related to the imaginary friends people and of course child create themselves to feel safe and confidence.

What did the early versions of this project look like? What did you learn from this v1?

In version one we worked on the idea of a design system in which each piece created a different imaginary friend character built with simple and abstract elements taken from the exhibited works itself. We evolved the idea in a more abstract and poetic expression that let the people to imagine their character themselves.

We evolved the idea in a more abstract and poetic expression that let the people to imagine their character themselves.

What was the biggest challenge? Did any part of the project make you step out of your comfort zone?

We were not allowed to use any of the artists works on the exhibition. We needed to create a conceptual graphic campaign. We feel that we had a good idea but we understand that in this case was better to create a more clean proposal and let think the audience as well as they need to enjoy the artworks and not competing with other artworks created in a communication level.

How did you overcome this challenge?

We clean the graphic to a more direct idea.

What and/or who inspired you during the creation of this project?

We were inspired with the different ideas behind the works but mainly behind the curators words.

What was your biggest learning or take-away from creating this project?

The importance of the words and the empty space. The importance of a cleaning composition and the selection of the typographic font.

Can you point out a detail in the project that might go unnoticed but you’re particularly proud of?

The colors must be related to the child world but also avoiding any related color linked to other museums of the city in terms of corporativism.

Which part of this project consumed the most time or energy?

Creating the font and the production phase.

What was the result of this project?

A clear message to the audience as the communication was mainly in the streets.

Where was the project created? What do you enjoy about working there?

In the studio with different creatives and type designers involved.

If this project had a soundtrack, which one would it be?

Which tools did you use to create this project?

Illustrator, InDesign, Glyphs and Premiere

What are you currently working on, and what's next?

Different branding projects, websites and personal projects related also with AI. Perhaps new types! ;-)

Who or what are you inspired by lately? Any current influences that you find are seeping into your work

The culture in general. This project is perfect to understand the importance of visiting museums to be inspired in every aspect of life.

If you could give your younger self one piece of advice about navigating the design world, what would it be?

Be concise, be clean, be innovative.

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