Fotoskolan STHLM (Photo school Stockholm) assigned Dalston to put together the best exhibition ever. They were in need of an agency to oversee the full branding and graphics for their end of year show.
Name & Concept
Several names were discussed for the show, some very dark and deep philosophically, probably what you might expect from a lot of photographers. Dalston however felt that this was the wrong approach, new graduates should be fun, vibrant, creative and stand out. And with that in mind the name Omelette was choosen (in sweden you say Omelett when you take a picture, the same as in England you say "cheese") it's creative and fun and lends itelf to playfullness. Also Omelette as a word can obviously be linked to eggs, and eggs can as well as students be "newly hatched". A bit of a word play.
The concept then focuses around the slightly cheesy word "smile" and how its used or rather "not used" wihin photography.
The logotype is built up of several letter forms, to indicate the diversity of different photographers and their work. It is kept simply black and white to not over complicate things.
The words "simple, smiles and colours" became key words for the identity and from there the idea to approach fellow designer & illustrator Matt Blease came. We briefed him to draw some fun mouths for us. They then became the center of our design. The mouths were created to be able work freely as graphics as well as icons or as a part of the logotype, all to enhance the playfullness.
In combination with the mouths we introduced snap shot images. These were incorporated in the imagery to increase the idea of spontaneity. A lot of white was used to give the images it's space without interrupting too much. To enhance the branding and give the images in the center extra focus we decided to introduce colour frames, we felt that was needed to give the posters and flyers in the street the attention they deserved.
Typefaces used were Caslon 540 & Universe Thin Ultra Condensed. These are easy to read and works well in combination with big headlines.
A range of deliverables were produced, those included marketing materials (posters and flyers), exhibition catalogue, digital icons as well as all the signage for the show itself.
Magnus Darke: CD and designer
Sofia Darke: CD
Edvin Thungren: Designer
Matt Blease: Illustration
Fotoskolan STHLM: Photography and clients