'Smotra' is the annual fair held by University of Zagreb with the aim of presenting each faculty and department to potential students.
I was approached by Prirodoslovno-matematički fakultet (Faculty of Science, University of Zagreb) to design a concept to present them at Smotra. 2017 Smotra was especially significant for them because it was the year when they decided to present all 7 of their departments as a whole.
In the end, we were awarded 'Best Concept and Presentation Award' from Smotra jury.
In order to unify different visual identities and concepts the seven departments already had, I needed to plan for both the aesthetic, but also the logic behind them. I decided upon a simplistic visual language, differentiating the departments via color and icons.
The colors used were based upon an existing color scheme of each department, while the hue was mildly adjusted for each to achieve a unified color spectrum. Icons were completely redesigned, and based on both the professional understanding of the field they represent, but also on the public's perception of them, since the audience for this event were high school kids.
These elements were then framed by flag-like shapes, reminiscent of flags depicting different 'houses' in Harry Potter. The goal of this was to create unity and a sense of belonging within the student body, and the potential students as well.
The typography used was chosen for its soft and approachable feel, but also its neutral disposition.
Fredoka One, used for headlines, and acting as a primary typography choice for this project, was accompanied by Glacial Indifference, which follows Fredoka in geometry and feel, while being more suitable for longer bodies of text.
Additional materials were created, including flags for the visitors, to boost their feeling of alignment with their chosen department. In the flyers for each department, a quote from a chosen alumni was used, to make the science in question more approachable to kids, and in the back we placed a map of Zagreb with each department, so that potential students can more easily find their way around different locations.
As a final step, we created an interactive wall for the visitors.
The idea was for the visitors to write their name on a post-it, along with their e-mail address to receive useful tips for university prep, or just a message telling us why they wish to study at a specific department. They then post the post-it on the flag on the wall.
The slogan — 'Pokaži svoje boje', or 'Show your colors', was placed inside the giant flag on the wall, and the goal for the three days was to see which department would get most post-its, and therefore, be the winning color.
While supporting the general idea of belonging and unity within departments and the faculty, this game also boosted the competitive spirits of the visitors, therefore engaging them. The game was a massive success, with the wall being fuller with messages each day. On the final day, the booth received an award for being the best presentational booth.
