Interview about Light Luce Typographic Book, winner of the A' Print and Published Media Design Award 2020
After the devastating earthquake of 2016, the Umbria Region of Italy required a reposition of its communications. This catalog is that journey displaying the cultural riches of unknown areas of the territory. Each of the section index pages was designed focusing on communicating that storytelling. Although mainly a photography journey of light and unseen culture, the textual part of the catalog has been treated to balance the visual story.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe original designs in the book were studied within the environment, and the idea of having a typeface that moves, almost shifting, was designed to reflect the resilience of the earth's shifting but not falling, remaining intact, ready to flex back.
Custom fonts are part of our DNA, especially with this project, as we needed to communicate a reactional feeling of the moment. They give a more personal approach to creating a sensation for communication.
Absolutely. The feelings were so strong, and the people of each of the towns were affected differently. We needed to have that personal approach within the layouts. It was almost an interpretation of the territory and how it was now moving forward, holding on to its cultural heritage.
We only have the power to change tomorrow, and holding on to the cultural essence was a perfect tool to display all that was not damaged, and remains an internal part of the populace. Not all the territory was affected in the same way and it was important to have a marketing tool that was progressively positive to display the Irish heritage.
We wanted to focus on elements that could live together and create a system that worked together. The idea of developing the type into paper sculpture was sensitive to the photographs of the territory.
They needed to give that sensation of personal emotion, remaining sensitive to the specific town. A personal feeling developed as an emotive expression.
The cover was a simple solution. This extremely black surface with the design, and screen print, developed the idea of light out of the darkness. A book has to be held and experienced, so the design needed the tractability of a delicate, elegant paper that when touched gives a positive emotional experience.
Most of the cultural photographic content was internal shots, so the light and shadow were prevalent. The idea of bending a typeface to create that movement was developed. It reflected the idea of light and shadow and the idea of the earth flexing.
With the help of the branding, the book and exhibition were styled to work together. It gave the project a sense of positive participation, helping the populace to reflect on the future, using their cultural heritage as a catalyst.
Although we only received a Bronze A' Design Award, the book was shortlisted for the Italian Compass d'oro and won golds in other competitions. This exposure helped the overall brand to communicate and promote the region internationally. It also demonstrated that branding a region can be executed at an emotional and visceral level, creating an emotional branding system.
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