Graphic Elisava 2020
Lots of things tend to happen during a graphic.elisava master’s program. Mountains of research. Maybe one or two existential crises. Designing so much that you have nightmares about mismatched hex codes.
In some weird twist of fate, this year’s biggest ‘thing’ ended up being a global pandemic. We were forced to embrace digitalism over presentialism, do more with less, and channel disillusionment into positivity. In school, the lesson comes before the test, but life often takes the opposite approach. We think we’re better for it.
PLATFORM AND IDENTITY
For this year’s degree show we decided to continue the digitalist lifestyle that we’ve come to know. Pills replace name tags, thumbnails replace handshakes, and ingenuity replaces normality in order to illustrate how we view topics like “design ethics”, “comfort”, “manifestos”, and “freedom”.
This is graphic.elisava’s digital Degree Show. Find out more about the program at graphic.elisava.net
Many thanks to this year’s students in the Graphic Design and the Editorial Design master’s degrees. The 2020 graphic.elisava Degree Show – both the platform and the campaign that precedes it – wouldn’t have been possible without the indefatigable work of a group of design students making time for it in the middle of their end-of-year presentations.
On the typeface
The fashion industry labels people. We only label our cuts.
Clothing stores are a battleground. At first glance they might seem mostly inconsequential, but a deeper look reveals a lot.
Gender policing and limits on expression, rampant overconsumption, and environmental destruction for starters. Because of this, we thought to create a fashion brand that moves in a more holistic direction.
Our brand isn’t another capitalist outlet. It’s a place to create your own style, a place to learn about gender and consumption, and a place to party with people from all backgrounds.
These values combine and allow for a fluidity that is present from brand thinking through every expression. Sometimes we’re eccentric, and at other times reserved, but mostly we’re just Anybodies – an inclusive clothing brand that develops and promotes new ideas around non-normative gender expression, experimentation, and consumption.
The graphic concept is based around the idea of consistent inconsistency.
Like our target, each application has its own personality, and in the end this disunity unites everything.
But there are two consistent things that help unite the brand: the logo and chroma-key green.
These two elements appear in every aspect of the brand.
The chroma-key can be a touch of color, or envelop the entire application. The logo always appears as a footer.
We take full advantage of the chroma-key technology. Using designs made in our app, users can transform the color into their own individual expressions.
Photos are styled to look like anyone could have taken them.
Product photography can be drawn on, with illustrative qualities changing season-by-season.
Our posters are divided into three different campaigns : the first one’s concept is to play around with some already well established brands that are genderly defined and to twist their name into something more inclusive (for example, “Vogue” becomes “Rogue”). The second one is the main campaign, which displays our clothes with some of our tactical headlines, and finally the last one is a set of free-expression posters that represent our spirit, values and what we stand for.
Our website is a multipurpose space: shop in Anything, experiment in Yourthing, and organise with others in Everybody.
When you go in to each space, the other two spaces collapse to give a sense of physicality.
What can happen when you enjoy life offbeat? Anything.
In print, we commission a new editor every issue, creating a series of magazines that are only similar in their differences.
The store is in a traditionally normative context, making the contemporary and rebellious concept of anybodies more apparent.
Packaging provokes the feeling of the unexpected.