AS WE ARE NOW | 2019
DELIVERABLE:
STATIONERY SET, POSTERS, ENVIRONMENTAL, SKATEBOARD.
CLIENT:
AS WE ARE NOW.
TYPE:
BRANDING, VISUAL IDENTITY.
THE STORY_
Street art has always been the tool of self expressionism to many urban artists, however it has always been disrupted by government involvement. The same treatment applies to urban sports enthusiasts such as skateboards. Other than government disruptions, many street artists, specifically women endures harrassments at night. Thus through “AWAN”, the artspace aims to provide a premise where artists could express themselves with no hinderance. The company conjoins the idea of an artspace, indoor skaterbowl and cafe to serve as a hangout place for the urban community in Jakarta.
THE CONCEPT_
The name itself “As We Are Now” hold a sentimental value for the urban audience. It somewhat gives out the idea of the need to not bother in keeping up with the facade anymore, no more formalities. The free spirit of the community acts as an alter ego due to how these acts are often looked down upon, not embraced.
The logo embraces the form of a “coma”, a roof and a paint spray. The coma is used here to symbolise the never-ending expressionism - similar to how it is used in long sentences. The logogram also includes a dynamic identity, using different artistic visuals like paint-brush or markers to it’s advantage. The overall visual identity for the branding follows the concept of fluidity, which is represented here through the fluid-like elements.
