Emergents.0
Coexisting opposites.
Emergents.0 is an initiative for emergent artists with a non-conventional exhibition format. Art is brought to the street and the pieces are displayed in stores around the town Cal Rosal (Barcelona), where they fuse with the environment and interact directly with intentional and non-intentional visitors.
The starting point
What began as a personal project by the sisters Jennifer and Sheila M. Espelt became after two editions bigger and the need to redefine the brand appeared. In order to keep growing and reach a broader target group, we carried out an analysis of the status quo and implemented a new brand and communication strategy, naming, corporate design, and website.
Brand strategy
We helped define themselves through a manifesto that describes the philosophy and goals of the organization. As a part of the new strategy and in order to clearly reflect the relationship with Konvent Puntzero, we also changed the name from „Emergents“ to „Emergents.0“ By doing this, we also gave the artistic initiative a unique and differentiating name.
Communication strategy
To optimize the communication of the initiative, we defined a set of touchpoints that adapted to the project’s needs, target groups and took into account the limited economic resources. Within this strategy, we also created a website for Emergents.0.
Corporate design
The new identity needed to be coherent with Emergents.0’s speech without radically breaking with the visual line they already used in the first two editions of the event. We did a restyling of some of the original design elements and combined them with a new logotype and typography. To support Emergents.0 with the autonomous creation of visual content for campaigns or social media, we also created style guides for imagery and layout.
Visual identity
The overarching concept for the new identity is the idea of coexisting opposites. Emergents.0 is a meeting point for the young and the elderly, connects exhibition with commercial spaces, and brings art experts together with people who are unconnected from the art scene. These antagonistic facets fuse into each other and give Emergents.0 its genuine and unique character.
The colour palette and the logotype shape the identity and together with the imagery style are the main design elements of Emergents.0.
Magenta was already the strongest brand asset from the art initiative. We kept this colour and expanded the possibilities by adding lighter tints and combining them with black, white and grey tones. The high contrast in the colour palette supports the overarching idea of coexisting opposites.
For the logotype, we created a wordmark in a standard and a compact version. The wordmark combines two different typographies that reflect the multiple facets of Emergents.0. The typewriter font symbolises the heritage of the project and connects the initiative to Konvent Puntzero, which logo is set in a similar style. The sans serif font adds contrast and represents the young and fresh character of Emergents.0.
The early imagery style was artsy, bizarre and somewhat dark. For the rebranding we kept the surrealistic essence and brought the style towards a lighter and more saturated visual language in order to create an eye-catching imagery that fits Emergents.0 and visually differenciates it from Konvent Puntzero.
We created a brief styleguide for the photography style, which later served as a basis for the promotional shooting of the 2014 edition of the exhibition.
Still life: photography and art direction from Jennifer M. Espelt.
Shooting with model: photography from Alessandro Macchi / Make-up, stylism and hairstyling from Lisa Indopa / Model Beatrice Schizzoovic / Art direction from Jennifer M. Espelt
Website
As a part of the communication strategy, we designed and implemented a website for Emergents.0.
Jennifer M. Espelt, Iris Martínez, Irene Serrano, Alessandro Macchi.
2013 - 2014
