Year: 2016
Tags: Art Direction and Design, Brand Narrative, Digital Activation, Strategy and Design Thinking
Cover video from the project “Smokers” by Adler&Fresneda
Year: 2016
Tags: Art Direction and Design, Brand Narrative, Digital Activation, Strategy and Design Thinking
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Rebranding TAKE: containing and not covering
We have built a relationship with the growing Hamburg based Take Agency during the last years – an agency representing photographers in both fashion and in commercial work on a global level. This time we had the opportunity to give the agency a new name, identity, digital presence and communication tools. Our goal was to explain the aim and concept behind the agency by reducing the name and gaining a message that is impactful enough to communicate through imagery.
“Agencies tempt to get gridded into a strictly production oriented field. We wanted to bring Take into an inspirational and creative environment.” Rafa Martínez, COO & Brand Manager, Folch
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“Working with Folch helped us to re-focus on the agency’s strength – pure and contemporary photography. The creative process we started also changed the whole strategic thinking. TAKE is now a creative platform with many different patterns. Folch came up with the concept and clear direction right from beginning.” Simon Reinitzer, Director, TAKE
A new message
‘TAKE Agency’, felt superfluous and unnecessary long. ‘Agency’ as a concept itself, could be explained through image – which we had plenty of. We started to explore the possibilities of TAKE as a complement to the imagery, powerful but not overwhelming, containing not covering. TAKE as a message became the gentle relationship between image and logotype, a solid catalyst in the new uncovered identity.
The three different versions on the logotype, a stain, outlined and as a container.
TAKE is a container, an outline and a stain. The strong, yet elegant logotype represents the unique and consistent character of the brand. Focusing on the image, the logotype is composing a relationship between the identity and the photography and cherishing its endless opportunities. Flexibility and function are the catchwords for the genesis of the framework where the image can be showcased within the containing characters, behind them or outlined.
“To give TAKE a strong and recognisable identity we had to connect it through its content, and the best way to do it was through the four letters.” Raimon Guirado, Art Director, Folch
Photography by Cathleen Wolf for OE magazine and Marijke Aerden
Daring shapes and coherency
Impact and boldness was the driving force behind the typographic decision. DRUK wide and extra condensed from Commercial Type flourishes in big sizes and reflects that virtue in its bold characters. Besides the daring shapes, DRUK serves in both printed and even more relevant – the digital environments due to its horizontal visualisation. Finding a worthy typographic complement, working both individually and coherently with the headlining DRUK, the rounded slab serif Lacrima Senza from Milieu Grotesque gives a modern interpretation to TAKE. With its unique character, based on the typewriter script, it brings the image of the brand into an editorial habitat.
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Space and rhythm
A new digital space was the place where the identity, concept and content finally could come together as a complete system. Focused on giving space and rhythm to the photography the framework follows a flexible grid where each feature is given its free width and height in an editorial feed — creating both a flourish and organised impact within the platform. Giving further amplitude and breathability to the presence of the photography, the navigation system takes a subtle part on the platform. Besides the navigation, the portfolio categories gives added value to the site through its straightforward design and useful filter options.
The website optimises the use of both TAKE’s typefaces bringing an editorial approach and an enhanced level of interest to the overall result by the clever pairing of the typographic styles. A simple movement of the parallax scroll adds a layer of organic rhythm to the visual experience where the information is grouped into blocks. These black, white and grey capsules are used to not only group content, but to separate and give contrast to the visual elements, placing optimum emphasis on the diverse range of images. The black solid footer has a strong presence in the website and features the photo containing logotype, the menu with its filters and the social media links.
Pages #2
The main protagonist of Pages
Pages #2 is the printed complementary piece to the visual communication. Its spacey and flexible grid found in the online platform is also the main protagonist in the newspaper. It’s dominated by the use of DRUK wide, both to differentiate and tie the digital and printed mediums together. The rhythm of the layout and the huge respect for the imagery was crucial for the modernised look and boldness. A strong navigation system at the hem of each page gives tension to the spreads and brings Pages into the contemporary environment of TAKE.
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Hierarchies in a flexible structure
The newsletter has been designed with the aim to create a modular system with different hierarchies. The multiply levels of headings are giving dynamism and rhythm to the design and two quote levels gives a charismatic expression to the modules in their pairings. Avoiding a specific combination pattern between modules results in the possibility to freely compose the newsletter after need and request.
