In 2016 I was lucky enough to take part in ‘A Brief Exchange’ – an event where 10 industry leaders were paired with 10 fresh designers, crafting them a unique brief and inspiring them to create an impressive portfolio piece. The applicants were briefed in-studio, and then given 2 weeks to research, develop and refine their concepts.
Paired with Spencer Harrison of Spenceroni, I was challenged to create an identity for Sight Unseen OFFSITE, an annual cutting-edge design fair that takes place each year during NYCxDesign week. The brand needed to reflect the theme ‘Play’ through the creation of an engaging type package, and a bright and energetic colour palette. My response was inspired by the diagrams used to document a play in American football. A visual link was created between the planning and tactics of sport, and the strategy behind design and running a small business. The highly versatile brand was rolled out across a number of touch-points including a poster, t-shirt, event program & tote bag. A custom typeface was also created to reflect a sense of playfulness, taking inspiration from the geometric forms of the furniture, lighting and other designer homewares sold at the fair.
The final work from all the applicants can be seen at abriefexchange.com.