The brief : As students of DUT we were given the task of creating the brand for the Interpret Durban 7 campaign. We were required to begin by adding 7 to the logo that already had been designed and create an artwork for two campaigns (Call for artists and Main Event campaign) and a website user face. We were also required to come up with a campaign roll-out. My interpretation of this brief is that we were required to first research or think about our own experiences as Durbanites and translate into a narrative which becomes a visual experience to communicate the theme shift. The shift had to be a particular change that we would like to see within Durban.

 

The solution : My approach to this brief was to firstly find the things that Durban is known for and use them to communicate the shift that I would like to see in the creative industry. The shift that I wanted to happen was that the creative energy of Durban to change to synergy. The word synergy describes the interaction of elements that when combined produce a total effect that is greater than the sum of the individual elements, contributions.The big shift that I envision is one where the energy of Durban is translated to synergy which speaks of more creative collaborations and a more closely knit creative society. I opted to go for a detailed hand done illustration to show the energy and the business of Durban. My main illustration is a circle to represent the creative tightly knit society that I wish to see in the shift.