YCN, Art Fund Brief - Antti Kalevi

After researching art fund past adverts, there where 2 pieces that stood out as visually creative. These were the most original pieces of work the brand has commissioned and showed how they sometime differ from their house style rules. Both pieces seem more playful than the other deign work the brand has released, and seemed as they would appeal more to the intended target market.

Both follow the brand colour scheme and keep the message clear, but also show how the brand also differs for it's digital typeface and uses a more manual hand create style to fit with the imagery. These examples show as long as some of the rules are followed the brand does differ with their outcomes type styles and elements if it fits the content better and fits the audience interest. this give slight more creative freedom for the outcome, as the outcome could follow this style/ideas.


Antti Kalevi 

Antti Kalevi created one of the pieces. Her style sticks to a very bold primary colour scheme and imperfect forms, using simple elements combined. 

The artist type plays around with how letter can be typeset different yet can still be read, breaking more modernist rules whilst added a element of playfulness to the outcomes. TAKES THE EYE ON VISUAL JORNEY, AS THE UNDERSCORES DOES IN THE BRANDING.