Marina MarianoMarta Ramacciotti
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
Thanks to Non Foundry for letting us use their Non®Natural Grotesk throughout the website and campaign of this digital Degree Show.
Visit nonfoundry.com to find out more about their work.
We don't build furniture.
We build habits.
Giving shape to wood? That’s an old story.
In aquí.’s workshop, what we do is reshaping consumption.
In our ever-growing capitalist society, self-expression rarely takes place without consumption. Aside to the many benefits we all enjoy day by day, this fast-paced transformation is however devaluing our role as individuals and, paradoxically, weakining our identity and sense of community.In addition to this, the recent lesson given by the covid-19 pandemic made all of us rethink values and priorities we had eventually taken for granted.
Being more aware than ever of threats and opportunities of our capitalised world, Aquí offers a furniture workshop where users will engage directly within the building process, supported by expert crafts-men and the minds of professional designers.With the insight that experiences create emotional connections, the workshop becomes a nest where we don’t only shape raw materials, but especially the way we perceive consumption and, naturally, our role within the community.
Aquí. is where DIY meets good design.
A multi-experience space where the community can bond.
Our space in Poblenou (Pasaje Montoya) is a fundamental part of our service: it’s where the magic happens. The workshop is the main space where people will build their furniture, not only finding all the tools and assistance they need, but also a space where the community comes together as one.
The bottom area is dedicated to ever/changing temporary exhibitions, meant to channel in potential customers while expressing aquí.’s roots of good design. We imagined the launching season to display the most important pieces of Italian design, as a tribute to Enzo Mari who inspired this project.
People are our secret ingredient…
That’s why we involve them from the start.
For the brand launch, potential users are invited to draw over random frames. When put together, we have an unexpected result where our identity and the personal touch of the community co-exhist in a dance of tools, hands and brand taglines.
Craftsmanship and creativity are our main characters….
Hands and tools represent them for us.
Our identity distinctive elements are hands and tools, which are the main characters of our service, rather than the products. They represent craftsmanship and technique, and creativity or human touch, respectively.
Our image treatment was originally thought to be photograms, but was however limited due to the recent pandemic events. In this sense we used cutouts with a subtle photocopy feeling to to depict rawness and express its unconventional beauty.
The graphic system is based on the interaction between these and other elements such as typography, composition or physical space. The concept is to mimic the role that these instrument have in real life and making them alive in our compositions.
Our products? You build them first.
A living habit to fight bad consumerism.
While we play with our building trademark, we also want to provide our users with – literally – all the tools to push forward the new idea of consumption that they experience in our brand. This is why we created aquí.’s toolbox.
With an easy movement, this portable toolbox opens up providing you with all the necessary gears and an anti-shock blanket where anybody can create and experiment in our workshop or even in the comfort of their own home, without the fear of messing too much around.
Even when we don’t build, we are are all about the local community.
Our mission goes online. So does our community.
Our unconventional digital platform doesn’t only serve as a tool for making our potential customer aware of our offering. We have in fact dedicated a special section of our website to the discovery of the best and freshest local initiatives. The discovery, is supported by our experience section, that displays products and services through a unique scrolling experience – all our services are made accessible while you read our manifesto.
Our world goes beyond furniture. Here’s the extra touch.
Touch is a bi-annual magazine that focuses on aquí.’s values of creativity and handmaking. It’s a purchasable item that adds values to the brand. In this way aquí. is able to expands its meaning and purpose, becoming not only a workshop but a real and true manifesto for improving consumption habits.
The first issue of Touch magazine is divided into three sections of articles that observe creativity and handmaking from different angles – space (h)and time. The central section honours aquí.’s inspiration, Enzo Mari, and DIY, offering a tutorial featuring elements from aquí.’s visual identity.