Avant-Garde Territory | Brand Identity
Nadia Petrova
Art Director
Brand Designer
Brand Strategist
Adobe Illustrator
Adobe Photoshop
Figma
Avant-Garde Territory is an educational and cultural project dedicated to the popularization of constructivist buildings in the Ural region.
Task
My job was to create a visual identity for Avant-Garde Territory and its sub-projects. The challenge was to highlight the issue of neglected historic constructivist buildings. I needed to make it versatile enough to fit various mediums while staying true to its avant-garde roots without being overshadowed by its historic look.
Solution
I created an eye-catching identity, maintaining continuity with avant-garde bright colors and simple geometric shapes, while using the actual form of the most famous constructivist building in the region as the main graphic element.
Deliverables
Logo, pattern, color palette, typography, as well as designs for posters, social media, and merchandise.
The main graphic image was based on the layout of the iconic Avant-Garde building in Yekaterinburg, the capital of the Ural region — the Iset Hotel.
The logo essentially consists of the same building’s shape, which can be duplicated, rotated and divided by half within the identity system, allowing us to create patterns as well.
The color palette is bright and versatile, allowing for the creation of different moods within the identity.
The social media photo and content style includes collages, archive photos, bold typography, and lively photos that can be decorated to resemble film.
The pattern is simple and based on the main form of the Iset Hotel building. Each pattern can feature two colors from the color palette.
Packaging for the food on a festival organised by the Avant-Garde Territory.
