PROJECT SUMMARY:
Xavier's Film and Literature Society is a discussion and critiquing group in Mumbai. With members from student bodies & colleges across the city to young professionals, the dynamic sessions held in their interactive spaces empower young individuals to explore, discuss, critique, analyse and experiment with cinema, literature, art and philosophical concepts. The idea was to create the right identity and visual grammar for their revolutionary dynamic spirit.
BRAND IDENTITY:
There is a common notion that the visual grammar of anything to do with the youth must be full of loud colours exhibiting a happy vibe to be 'bold'. In this project, it was ditched. As the members of the collective rightly said, "The youth is rebellious and experimental, it doesn't always have to be YOLO-loud to be bold."
Explored routes:
USER INTERFACE DESIGN:
The youth is all about revolutionary rebellious spirit, it isn't in their nature to settle on one constant flow. 'The usual" is against the norm for the youth. The set rules of 'ideal' design- not stretching fonts, maintaining visual hierarchy, following set structures of layouts for convenience etc, were broken to create the visual grammar for user interfaces where each page structure was bold but not the same as the other page structures. The charm of cheap pastel handbills from revolutions across the world was thus adapted onto screens.
To interact with the clickable prototype, click this link: https://xd.adobe.com/view/64d54803-1344-4415-a025-5fa27034220e-3186/?fullscreen
ENVIRONMENTAL GRAPHICS:
Despite being located in an old heritage structure, the collective spaces required the bold and rebellious vibe of environmental graphics as a reflection of purpose of the collective. The members of the society were youngsters and the activities in the sessions included experimental theatre presentations, reading and writing, film screening, critiquing works and literature over drinks and intellectual discussions on all sorts of 'isms', gender, societal norms and casual socialising over 'Bring Your Own Booze' events in private spaces.
