Branding for an academic forum
not to look or sound like other similar conferences
not to borrow thoughtlessly from the cultures of Central Asia
to engage with students, not sponsors
We wound up with a look built on photography from the region, with a simple negative space logo and typography inspired by newspapers, which had an outsized role in twentieth century cross-cultural contact.
The site is a tidy, uncomplicated Wordpress arrangement with a carefully-optimised, lazily-loaded-image-heavy landing page. subsidiary in a print inspired black
#000 and white
#fff scheme, set in Libre Franklin and a Souvenir lookalike. For emphasis, there’s a rich yellow
#ffde00 background option (which allows for accessible large titles in white).
Print materials are set in Franklin and Souvenir
Our ad campaigns entered a crowded space and caused a small stir. In 2018 our well-received physical poster campaign poked fun at career-culture with lines like ‘Probably not relevant to your CV’, set in white block text on a rich yellow background.
In 2019, we ran an all-digital campaign, in which bucolic central Asian figures cut from gloriously-staged Prokudin-Gorsky photographs were PS-ed into cinematic shots of the duller parts of the uni campus.