some autumn memories from APOSTROPHE (https://apostrophe.world) , delighted to be featuring DANA (https://www.instagram.com/dan.a.ilinca/) in the AUTUMN MEMORIES series 🍂
Creative Direction and Photographed by me 🤎
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APOSTROPHE: AUTUMN MEMORIES
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Some very early work in progress here...I am thrilled to announce the creative partnership between APOSTROPHE (https://www.instagram.com/apostrophe.world/) and The Doe (https://www.instagram.com/0.the_doe.0/), coming 2026. Here is a tiny little sneak peak and I can't wait to share more about this soon!!!
If you are or you know any independent music artists, crafters looking for a creative partner, we would love to listen your story and have a chat!!!! els@apostrophe.world (mailto:els@apostrophe.world)
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A "SOMETHING IS MISSING" montage I curated and edited prior the launch of APOSTROPHE (https://apostrophe.world/) 👁️
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Hello Contra✨,
Towards the end of 2025, this year has been a year of uncertainties and shifts to me.
And for the past 4 years, I seem to ask myself this question a lot and even more as time goes on, “where/what/why do I belong?”. It’s a question to both myself as a person and my creative disciplines. I am excited to share something with you today...
Introducing APOSTROPHE, the home to creative partnerships, envisioning the world with soulfulness, artistry and unconventionality. We help individuals and organisations to craft identities that belong. This is the most unprecedented step I could ever imagine myself taking so far, and I invite everyone to join us on this journey to APOSTROPHE.
APOSTROPHE.WORLD (https://APOSTROPHE.WORLD)
I am incredibly grateful to the people who helped and inspired me along the way! Thank you! ❤️
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As the motif of JOURNEY TO CURTAIN CALL, I have designed and crafted a theatre miniature, taken inspiration from the paper theatre toys in the 19th century, also known as Juvenile Drama. Here is an edit for THE THEATRE!❤️
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These 6 months I have been slowly working on a more personal project. For the past 4 years, I have embarked on a very unexpected journey and collected the most unexpected experiences that I have ever imagined. Somehow, the unexpected brings expectation, the expectation of a following in time...so what's afters?
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Here are more visuals from the Senesra: A P************* Parody project!
A project created as a reflection on the obsession of "quick fixes" in today's world, I approach this project with dark humour and storytelling, slowly unveiling and drawing the audiences into the world of satire through a hypothetical brand named Senesra.
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My final few sprints for the #shareyourwork challenge haha! 😂Introducing Senesra: A P************* Parody,
Created as a reflection on the obsession of "quick fixes" in today's world, I approach this project with dark humour and storytelling, slowly unveiling and drawing the audiences into the world of satire through a hypothetical brand named Senesra.
This had been a long process for me, I originally finished the project with a completely different visual and conceptual approach, then I revisited it weeks later as I think the message didn't really translate that well. I took a few elements from the original outcome and rethought the best way to communicate the message and making it memorable, ended up with this satirical storytelling with a complementary visual language.
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Let's talk about the packaging for Aperire, I have chosen to went with a reusable swing-top bottle, the only concern is it's too easy to open if it's on shelves. I have taken the chance to design a tamper-evident seal to ensure the dinks on shelf are unopened.
To Open or Not To Open? When You Know, You Know...
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Let me share another project for the #shareyourwork challenge!!! (Plus, I just realised today is actually 2 years from the end date of this project, time flies!🤯)
This is an editorial project named The Power Of Words, inspired by Balance, a poem by Kae Tempest telling the story of Ambition, Pride, Talent, and Envy.
The project embodied an out-of-date, abandoned detective file theme, from the use of kraft paper & cotton-rag paper to evoke the aged look & texture, choice of the typography, typographic effects, to photography that captures the atmosphere of revisiting a long-forgotten case, with a delicate approach to displaying the physical outcome.
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One of the most important assets of the Aperire brand, the wordmark. From packaging to campaigns, the Aperire wordmark is crafted with a blend of artistic strokes and refined typography to add a touch of timelessness and sophistication.
(And as you can tell from my rough skills, it's my first time doing calligraphy haha😂
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Along with the pre-launch teaser, here is also a series of short clips capturing non-scripted moments with Patricia, embodied the authentic essence of Aperire.
To Open or Not To Open? When You Know, You Know...
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When I was developing the Aperire brand, I was thinking...how Aperire should taste like? Then I was like...how about let's make it!? 😂
Along with the brand, I have crafted a recipe that is ingredient-conscious, inspired by the Italian tradition of aperitivo and the art of fermentation. Aperire a non-alcoholic botanical infusion of rice, wild flower honey, assam tea and spices. The recipe has been made & taste-tested by a selected batch of people.
To Open or Not To Open? When You Know, You Know...
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As part of the brand activation for Aperire, this is a pre-launch teaser clip aim to set the tone for the voice of the brand, captured with authenticity and human connection in mind.
To Open Or Not To Open? When You Know, You Know...
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Right after working on the short film in collaboration with BBC Concert Orchestra this year, I have started to work on building a non-alcoholic drinks brand from scratch.
Introducing Aperire, an artisanal non-alcoholic drinks brand, focusing on Artistry, Authenticity & Human Connection, designed with Gen Z audiences in mind. Aperire is all about the art of instinct, and meaningful connections.
To Open Or Not To Open? When You Know, You Know...
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Back in March, the short film I made for a collaboration with BBC Concert Orchestra was premiered at the Royal Concert Hall as part of the Soundstage Music Festival 2025, accompanied by the BBC Concert Orchestra and conducted by Hugh Brunt.
What an incredible experience seeing my film come alive in a concert hall filled with audiences and orchestra on the stage!!!✨✨
Film produced by Els | Music Composed by Hattie Johnson
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A typographic identity system designed for JOURNEY TO CURTAIN CALL (https://vimeo.com/1086850882), extending the storytelling from the film to the concertinas and film stills. Taken inspiration from 80s film roll and visual references from theatrical productions.
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Let's kick off my #shareyourwork challenge with my favourite project of the year✨, JOURNEY TO CURTAIN CALL (https://vimeo.com/1086850882), a short film created to celebrate the journey of life. From birth to death, from Prologue to Curtain Call 🕯🎭
The film premiered at JOURNEYS as part of Soundstage Festival 2025 in Theatre Royal & Royal Concert Hall, conducted by Hugh Brunt and accompanied by BBC Concert Orchestra.
Film Produced by Els & Music Composed by Hattie Johnson
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New Project Incoming...👁️👁️
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Following my last post, this is another behind the scenes from my short film premiered earlier this year, JOURNEY TO CURTAIN CALL, celebrating the journey of life: From birth to death, from Prologue to Curtain Call.
Directed by Els | Music Composed by Hattie
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Hi Contra, haven't been posting on here for a while, let me reintroduce myself along with some behind the scenes from a short film I produced earlier this year:
I am Els, a multi-disciplinary artist and designer specialised in Art Direction and Identity Design, can't wait to meet everyone on here!!!
Journey To Curtain Call by Els and Hattie Johnson
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Aperire Drinks: When You Know, You Know.
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DATA STORIES: Logically Emotional
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The Power Of Words: Balance by Kae Tempest
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