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PARALLAX ā from sketch to final identity š
Swipe through the design process behind this exhibition branding project ā from raw, hand-drawn wave paths in Illustrator to the final kinetic typography system.
This is a brand identity for a contemporary art exhibition. Every letter in the logo design for "PARALLAX" was warped and adjusted by hand, line by line ā no plugins, no shortcuts. This typography design technique reflects the whole concept: perception shifting depending on where you stand.
Going from hand-drawn wave paths to a full kinetic typography system is such a satisfying arc to see documented. How long did the whole process end up taking from that first sketch to final delivery?
Honestly, the most fun was putting all of this into a presentation and stuff. The drawing went the fastest (the biggest challenge was perspective, but I got it quickly), so if I count it all up, I managed to get everything done in about a week.
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My birthday.
An idea.
And... a streetwear brand?
This year, I turn 24.
For a while, I kept thinking about everything I hadn't done yet. Not because I couldn't, but because I had convinced myself I couldn't.
That thought became the starting point for this project.
I started imagining 24 not as an age, but as a streetwear brand. A brand built around a mindset rather than a number. One that represents the moment you stop waiting for permission and start moving.
My first idea was to create a full commercial using Envato's AI tools. The AI generated exactly what I asked for, but the more I explored, the more I realized the real project wasn't the commercialāit was the identity behind it.
So I made a different creative decision. Instead of forcing the original concept, I stripped it back to a single campaign poster. That shift became my Human by Design moment.
AI helped me generate possibilities. But deciding what to keep, what to reject, what to simplify, and how to communicate the emotion behind the ideaāthat was the part only I could do.
24.
It's not about the number.
It's about the attitude.
Thanks for sharing your change in direction!
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