Foam Invasion - Identity for a Design Competition

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Project under guidance of Landor Milan - Francesca Pannuti & Paolo Insinga

The goal of this assignment was to brand a design competition and experience for a foamplastic material called XL EXTRALIGHT (a material by Finproject).

While I was trained as a designer I have always been passionate about language and writing. So we decided I would attempt to do some copywriting for this concept, to give the whole experience a little bit more kick.

The shape on the top resembles the alien that will be initiating the Foam Invasion. This shape will re-occure as kind of a mascot through-out the whole concept.

Icons to help convey the feeling of an alien language. The design is remotely based on the meaning of every single icon.

Since we are talking about an unknown material, it seemed to make sense to give out a small capsule with strange shapes made out of the foam. Including the icons on the outside of the capsule and a booklet that talks about the material as if it were an alien, contributes to the feeling of an invasion.

By handing out these capsules to designers they get their first feel with the material and the colour range.

Competition posters

Mark handed to the winner, changing the text according to the category in which the design won.

Landing page after scanning QR-code. leads up to a page with a teaser movie about an invasion of something that isn't shown. Visitors of the webpage get the opportunity to subscribe to a newsletter (enlist to receive further details)

After the teaser phase of the campaign has been concluded the landingpage changes. Visitors will be proposed to click on the button "Proceed to read the reports" to continue to the next page.