Borderless- AVA Club Berlin
Client
Borderless- AVA Club Berlin
Year
2022
Scope of Work
Art Direction - Poster Design
Location
Berlin - Germany
Description:
Borderless is an innovative project that was born during the pandemic with the support of the German administration for media and culture association in partnership with Berlin’s AVA club. It worked on connecting underground electronic music scenes from around the world in an effort to bring musicians and crowds together virtually across borders through streaming events and workshops. Every Friday different artists gather to represent one country, region or collective. This was particularly important during the pandemic, as a way to keep the flow of creativity and inspiration alive and give artists a chance to connect and create.
The Challenge
It was necessary to develop a graphic system that provided a visual identity for the series of Borderless events and, within this same visual identity, to create separate subsystems that distinguished each of the events, while making sure that all of them followed the same umbrella brand strategy.
The Strategy
The idea of generating a visual system that promotes a series of events with no due end date, creates the necessity to find a graphic element that connects each of the posters under the same system. The components created to maintain this visual continuity through the different pieces are the use of a black background and a grid. This grid works as a canvas that allows for different digital improvisations on each poster, created under two main axes: abstraction and psychedelia. A sense of futurism and fluidity are also present, as it evokes this fluidity of borders in the digital world that the project created.
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