Returning to our roots, we developed the variable identity system for the Royal College of Art’s graduate show, designed to honour the institute's position as creative trailblazers.

SHOW RCA
SHOW RCA
SHOW RCA

With the RCA leading the way in design innovation, we saw an opportunity to channel this forward-thinking spirit whilst challenging design traditions – crafting an engaging brand that solved the issue of designing for a design-orientated audience.

SHOW RCA

This was achieved through the development of a systematic digital tool that generated dynamic variations of the word mark – allowing the identity to flex, and provide an anomalous distinct expression for each given circumstance. Following a fixed path an expanding expressive pattern materialised to form a generative calligraphy stroke, combining the inveterate and the innovative to birth a style avoidant of their existing associations and conventions. Manifesting across physical and digital spaces the resulting aesthetic and iterative application of the identity conveyed an approachable and unique tone of voice; a personality that fundamentally sought to support, rather than overpower, the work it harboured.

SHOW RCA
SHOW RCA
SHOW RCA