Client: Czech centre
Industry: Events / Culture
Services: Art Direction · Graphic Design · Identity · Illustration
Project: Event design
CONTEXT: Jiří Menzel is the Oscar winning film director and living legend of Czech cinematography. Jiří Menzel represents some of the best film experience you can have from the Czech Republic. The festival took place at the Cinema Studio in Bucharest. The event consists of a four-day screenings, a creative contest, the award ceremony and a final exhibition.
CHALLENGE: To design the visual identity of the festival inspired by the director's work. Anyone who saw at least one movie signed by Jiří Menzel knows that his work is inspired mainly by love and femininity. Main graphic motif is a mix of a woman silhouette surrounded by roses. The primary element of the identity is the poster but the festival was also promoted by postcard flyers, tickets, invitations, access passes, billboards, bus shelter ads, newspaper ads, internet campaign, and the website was updated with the current graphic theme.
SOLUTION: The visual identity of the festival constructs a narrative about what is most characteristic of Jiří Menzel's work, the woman. To illustrate these features, a graphic theme inspired by concepts like love and sensuality was developed. The poster reflects in a unique way, the nature of the erotic sphere of human life. The main graphic theme, on which the whole festival identity is based, draws on representations taken from an iconic silhouette. The resulting image was not literal and clear at first glance, but its almost abstract form emanated a subtle eroticism and suggested sentimental connotations. The muted, warm range of colours inspired by the Czech flag: a mixture of pink, blue and white, placed on a dark background emphasized sensuality, feminity and a dreamy mood. The primary element of the identity, connecting and explaining all the others, was the poster, which showed the whole graphic theme and featured text supplying the essence of the festival.