School of Light

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The creation of a brand identity. The client requested a highly conceptual identity, imposing few limitations.

Mareli’s creative philosophy brought to mind legendary photographer Henri Carter-Bresson’s concept of ‘the decisive moment’, being the moment when the visual and psychological elements of people in a real life scene come together in perfect resonance to express the essence of that situation. The notion of elements fusing fortuitously for a mere moment guided our development of a unique typeface, comprised of letters that seem to have been trapped in the process of morphing from one state to the next. We developed multiple derivations of each letter

of the alphabet, some heavily shaded, others ascetic, which could be combined in an infinite number of ways to always impart the sense of a world in perpetual motion, and the photographer’s ability to capture fleeting, quintessential and holistic instants in the flow of life.

The logo was drawn from this customized alphabet.

To create a series of unique icons that could be used in multiple ways to represent Mareli’s business, we applied the image-inverting notion of the camera obscura to our customized alphabet. The result was the creation of a series of completely unique forms that could be used to bring light and whimsicality to any School of Light communication.

Graphic Design/ Art Director - Bruce Mackay

Senior Art Director - Claire Johnson

Creative Direction - Marcii Goosen

Copywriter - Sarah Claire Picton

Shoot Art Director - Claire Johnson

Photography - Mareli Esterhuizen