CREATIVE DIRECTION: Naranjo-Etxeberria
GRAPHIC SYSTEM: Naranjo-Etxeberria
WEB DESIGN: Naranjo-Etxeberria
Photographies are property of their respective authors.
OMOTESANDO is born as a new business model. A hybrid between an audiovisual production company and a video artist's collective. The art and the audiovisual world join to create a new paradigm. A new project that uses the audiovisual medium as a form of artistic expression.
From N-E we have worked on the process of developing the new graphic system, the corporate typeface and the digital language.
VERTICALITY AS MAIN CREATIVE AXIS
The main brand value is the VERTICALITY understood as the analogy between high and good, low and lower. The vertical stroke represents the unity of divinity and power. It symbolizes greatness.
VERTICALITY is a concept very present in Japanese society. It is a vertical society in which there is almost never an equal or reciprocal relationship, all relationships go from top to bottom.
A concept that in Japanese is described with the term TATE SHAKAI, this vertical concept is not only found in social relations. It also has a leading role in its architecture, in its way of writing and even in its nature.
AN AUDIOVISUAL TYPEFACE FOR AN AUDIOVISUAL BRAND
In order to create a recognizable and unique system for OMOTESANDO, we have created a typography raised from the union of two types: PX GROTESK and JANET.
As OMOTESANDO is born in from an audiovisual context, it's typography needs to be audiovisual too: A type always in motion.
The way in which typography works is as follows: the characters that make up the word OMOTESANDO change from one typography to another. It is an implicit approach to feel that OMOTESANDO is behind each project they create.
AN IDENTITY DESIGNED FOR DIGITAL ENVIRONMENTS
The future of identities is based on graphic systems, not in logotypes. This is the reason why the whole identity needs to breath the same concept.
Based on a motion typography, the rest of the identity must also be audiovisual. Therefore, all brand applications are designed for digital environments and always work in a living context.
In addition, the identity is raised to understand it from several visualizations. The more times you see it, the more layers of information you get to arrive. It is a metaphor with OMOTESANDO's work, which always pose different layers of information and depth in all their projects.
A UNIQUE APPROACH WHO CREATES AN OWN DIGITAL LANGUAGE
OMOTESANDO chooses the audiovisual medium to communicate since they find in that expression a way to transmit something that they carry inside, share their approach and their world.
This is the reason why OMOTESANDO's website is born as a moving environment where to export the entire identity and show their approach the world.
One of the most noteworthy features of the web is that it is raised not only to show the final result but to narrate the entire creative process giving value to all phases of it, from references to description, process and result. An exercise of content structure that improves the real scope of each project.