BRAND IDENTITY
PROBLEM SPACE
The assignment was to create the most minimal logo and business card possible. Then the creative director turned it into a dare:
“You said you were a minimalist. Let’s see how minimal you can be.”
PROJECT SUMMARY
What is minimal, really? I took the challenge literally. If I kept removing graphic elements, eventually the material itself would have to do more of the work. A few simple folds turned a flat piece of paper into form. Form gave light somewhere to fall, creating highlights and shadows that changed as the business card moved. Instead of adding another graphic element, the physical world supplied one.
Pick it up and the design changes with the light around you. What began as a challenge to see how much I could remove ended with something I never expected and didn’t have to add: the light and shadows of the moment.
Studio: the Felt Hat
Creative Directors: Nicole Misiti & Don Rood