The brief
Create a brand identity for the up-coming exhibition at the V&A using the theme of supernatural.
Insight
A world renowned gallery with collections and influences taken from around the world...No pressure then. 'Supernatural' is a very broad word in the context of design so I set about refining this project down to a simple visualisation of what this word could evoke, focusing more on the literal sense. My choice to photograph billowing smoke I feel captures the unknown and ethereal as it weaves in and out of the foreground and background emphasising the already abstracted title. By this I mean the small presence it has on composition as opposed to what one might usually expect of a title. To further this aspect all the printed elements of this exhibition would have the title cut out, so that a post card for example, the title would not be printed, not having any physical presence. Under the context of ethereal this is a strong feature at play throughout the project and has influenced the overall use of type itself.