Client: Hanoi Art Map
Roles: Designer, Creative Strategy
This on-going project aims to create a (first-ever) comprehensive map and listing of art galleries and cultural institutions in Ha Noi, Viet Nam.
I was first invited on board to design the print catalogue. But as soon as I started the design process, I quickly realized that a print catalogue is not enough. So I proposed to make a mobile app, which is much more convenient for local search. This project evolve into a visual identity system that translates in digital and print materials.
Most contemporary art venues in Hanoi operate within non-traditional infrastructure of the art scene. Therefore the places often have either a distinct atmosphere or/and an unique architecture.
The development of the logotype and lockup started with an idea of styling the three As different from the rest of the characters. Later I chose to use 3 red dots instead.
The red dots symbolize locations' marks on map. One dot represents a single venue. Two imply either opponent or a pair. Three is a community.
For the mobile app, I created an interface that is universal, simple and yet playful, using the red dots from the brand's logo as a linking component.
In the print catalogue, while the cover showcases a variety of characters' size and weight choreographed spontaneously, suggesting a sense of play and diversity; the inside spreads employ mainly black and white (with a touch of red) to craft a modern and sophisticated look and feel.