"The identity of the future is not about design, but about tools": Vosk Studio on the G8 2023 corporate identity

Contents:

• How did it all begin?
• About the task
• About communicating with the client
• About searching for an idea?
• About the 3D tool and photographs
• Patterns and graphics
• About the benefits for the team

G8 is an independent creative industries festival organized by the REDKEDS agency. Every year, the festival team collaborates with various partners to create a unique identity. This event provides design studios and independent professionals with an excellent platform for self-expression and showcasing their work. The G8 festival is becoming an important milestone in the world of creative industries, facilitating the exchange of ideas and inspiration among participants.

In 2023, VOSK studio worked on updating the G8 image. We discussed with the team their approach to choosing unconventional and metaphorical design solutions that make the project unique and memorable. VOSK designers strive for innovation and creativity, which allows them to create visual concepts that reflect the essence of the brand. Their attention to detail and original ideas help distinguish the G8 from its competitors, contributing to its successful perception in the market.

In this article, you will learn about:

• how the team searched for an idea;
• why it was necessary to create a photo processing service and how AI and the iPhone helped;
• why doing it quickly and sloppily is better than doing it long and meticulously;
• what this project gave to the designers.

The main roles are played by.

Vasily Podyadryadchikov is a key figure in the construction and renovation industry. His experience and professionalism help implement projects of varying complexity, ensuring high-quality execution. Cooperation with Vasily Podyadryadchikov guarantees reliability and timely completion of work. He offers a wide range of services, including general construction work, finishing, and interior design. Thanks to an individual approach to each client, Vasily creates unique solutions that meet all requirements and expectations. If you are looking for a qualified contractor for your project, Vasily Podyadryadchikov is an excellent choice.

A partner at VOSK is a key role for successful cooperation and business development. We offer the opportunity to become part of our team, providing access to modern technologies and resources. The VOSK partner program is focused on mutually beneficial cooperation, which allows our partners to expand their capabilities and increase revenue. Join VOSK and become part of a dynamically developing community where your efforts will be rewarded. Become a VOSK partner and open new horizons for your business.

Sasha Bazan is a name that has become a symbol of creativity and inspiration. In his work, he combines a unique approach to content creation with a deep understanding of audience needs. Each project Sasha works on is distinguished by its originality and high quality of execution. He strives not only to convey information but also to evoke emotion, engaging readers in a captivating process of interaction with the text. Thanks to effective SEO strategies, his work ranks highly in search engines, allowing him to attract a wide audience. Sasha Bazan continues to develop, experimenting with new formats and ideas, making his content relevant and in-demand.

Partner at VOSK

Becoming a VOSK partner is a unique opportunity for businesses seeking development and expansion. We offer favorable terms of partnership that will help you increase revenue and attract new clients. With VOSK, you gain access to innovative solutions and support at every stage of the relationship. Our team of professionals is ready to help you achieve your business goals and provide high-quality service. Join VOSK and open new horizons for your business.

Vlad Md Golam is a name associated with certain achievements and influence in his field. Vlad is actively involved in the development of projects that attract public attention and promote innovation. His work is distinguished by high quality and an original approach. Vlad Md Golam exemplifies how to successfully combine professionalism and creativity to create unique solutions. His contribution to the industry deserves attention and recognition, as he inspires others to strive for new heights.

A creative developer is a specialist who combines programming skills with artistic vision. Such a professional is capable of creating unique solutions that attract attention and solve specific problems. Creative developers often work in web design, mobile apps, and interactive media, applying modern technologies to bring their ideas to life. Their work involves not only writing code but also developing concepts, allowing them to create attractive and functional products. It is important that creative developers have not only technical knowledge, but also the ability to think outside the box, which allows them to find innovative approaches to solving problems.

Alexandra Korbankova is a professional in her field with extensive experience and deep knowledge. She has established herself as an expert capable of effectively solving problems and achieving goals. Alexandra actively participates in various projects, demonstrating a high level of competence and dedication to her work. Her approach to work is based on analytical thinking and attention to detail, which allows her to find optimal solutions even in complex situations. Thanks to her determination and commitment to continuous learning, Alexandra Korbankova remains a sought-after specialist in the market.

A designer is a specialist who creates and develops visual solutions for various projects. Their work includes graphic design, interiors, web design, and other areas where aesthetics and functionality are important. Designers use their creative skills and technical knowledge to create unique and attractive solutions that meet the needs of clients and target audiences. In today's world, where visual perception plays a key role, professional designers are becoming indispensable participants in various fields, from advertising to technology. A good designer knows how to analyze trends, understand user preferences, and find optimal ways to implement them in their work.

How did it all begin?

We met Vitaly from REDKEDS at the 2022 G8 Awards after receiving the Grand Prix in Identity and Branding. This meeting marked the beginning of a productive collaboration, as we immediately hit it off. During our conversations, we realized that we could collaborate on a unique identity for the festival, which would be an excellent example of our creative approach.

We have already collaborated with REDKEDS on various design projects. This collaboration brings us comfort, as we share a common understanding of the value of creative freedom and experimentation in the work process.

About the Task

Vasily: Our task was to create branding for the festival without having a clear idea of ​​the venue or the necessary media. We understood that the event would be held in a physical format and that this year the focus would be on releases and significant informational events.

Vitalik and Pasha from REDKEDS didn't set clear objectives. They simply suggested: "Have fun. Create what you love. Share your vision, and we'll provide feedback. You are the artists, just enjoy the process."

For us, this project is a creative process in which chaotic elements prevail over structured ones. We strive for originality and innovation, which makes each stage of the work unique and inspiring.

About communication with the client

Sasha: Our design-focused studio only collaborates with those clients who understand the importance of high-quality design. We strive to demonstrate the process of engaging with a client who truly values ​​design.

All project discussions took place in the "G8 branding 2023" chat, which had 150 participants. This created a unique atmosphere and facilitated the exchange of ideas, which can be described as true design exhibitionism. If the number of participants increased, we would be happy to organize such events more often.

During the communication process, we developed a "ping-pong" format. We presented our developments, and most of them were approved. However, a discrepancy arose with the logo: the team liked the initial version, although we made improvements that were not accepted. As a result, a third version of the logo was developed that satisfied all participants in the process.

We had only a few meetings and just a few calls. At the control session, we presented our concept, which received an extremely positive response.

About searching for an idea?

Sasha: For five weeks, we mostly did not take active steps, just thought about ideas and did research. Ultimately, we realized we needed to sit down and co-create a concept. At a certain point, we gathered in Figma and began exploring solutions in parallel, each in our own direction.

This project represents a striking exaggeration of our workflow. We avoid standard approaches, proposing multiple solutions and putting in extra effort, even at the last minute. While we take a more structured and predictable approach with other clients, at G8 we allowed ourselves freedom within the same framework.

We aimed to create something simple and fast, avoiding complex design. Our goal was to create something sloppy and careless, yet easy to work with. When analyzing the semantics of the word "unboxing," we came to the conclusion that it is related to the concept of "release." However, in order to release something, it must first be packaged. That's why the metaphor of a box or packaging arose in our project.

Sasha: We decided to draw attention to the time we live in, and to advertisers and creative designers who come to festivals for self-promotion. This is obvious hypocrisy. We remembered Vanity Fair, because that's essentially what any festival is about: participants come to satisfy their egos by creating packaging from their work to sell themselves.

Vasily: Later, we accidentally stumbled upon an image of IKEA packaging, which inspired us to demonstrate the packaging and unpacking process. We began experimenting with this method. The industry is currently facing serious difficulties and is experiencing a crisis. We decided to wrap our products like museums do with exhibits, waiting for better times to present them.

The festival will feature statues and art objects that clearly illustrate the packaging concept. These works of art will consist of various items wrapped in packaging materials.

Packaging of goods can be done in various ways, and we have chosen the vacuum packaging method. This decision is part of our approach to addressing the industry's critique, as vacuum packaging is typically associated with inexpensive goods. However, vacuum packaging is not only cost-effective but also significantly extends the shelf life of items, ensuring their safety until needed. This method of packaging can be compared to canning, which protects products from external factors and keeps them in perfect condition for a long time.

Vasily: Cost was not a priority for us. We strived for simplicity and effectiveness, which is the source of our aesthetics. In other client projects, we also find cost-effective solutions by focusing on functionality. In the festival's identity, this concept was combined—the idea is to package information quickly and even a little casually, while still maintaining visual appeal.

About the 3D tool and photographs

Although I am not an employee of VOSK, I was happy to help the team develop the tool. They had a clear understanding of their needs, which is rare. Often, people come with unusual requests but cannot clearly articulate their requirements. In this case, the situation was different, and it significantly simplified the project process.

The goal of the project is to create a tool accessible to anyone without a design background or 3D modeling experience. This tool will be simple, effective, and even fun, serving as a metaphor for people's desire to improve their image and presentation. We strive to offer users the ability to easily "package" themselves in a stylish and attractive format, which will help them stand out and increase their value in the market.

We tested Lidar technology. Initial scans showed that they were heavy and did not always convey information accurately. Furthermore, Lidar required an iPhone 11 or later, and only the Pro version. This limitation prevented us from taking full advantage of Lidar's capabilities.

In the development field, there is an amazing opportunity to use various services through APIs. This allows you to integrate tools created by other developers and assemble unique solutions from them. As a result, at the stage of creating the first prototype, it becomes obvious that such approaches are really necessary for effective work and achieving the desired results. Using the API opens up new horizons in development, allowing you to speed up the process and improve the quality of the final product.

Vasily: We immediately decided to use 3D to create faces so that this process would be automatic. This simplifies the implementation and use of the technology, eliminating the need to train a separate specialist to work in Photoshop. Our goal was to create a tool that would do all the work itself: the user uploads an image, clicks a button, and the result is ready. In 2D, this approach is impossible, since an experienced specialist is required to achieve the desired effect. In addition, packaging is always perceived in three-dimensional space, and 3D allows us to better convey this feeling.

Neural networks today are capable of impressively transforming photographs into 3D models, including the creation of normal maps. We decided to use these technologies and integrate them with our unique approach to trash 3D. This combination opens up new possibilities for creating original and expressive content that can interest users and draw attention to our projects.

We have developed a unique method of covering a person with film. This process allows you to "extrude" people from a flat surface and apply special stickers to them. Our tool offers a variety of settings and options, including adjustments and adaptations, making each sticker individual and unique. This solution opens up new possibilities for customization and creativity in the field of design and layout.

After handing over the tool to REDKEDS, control over the process was minimized, which was our goal. At the beginning of use, an issue with duplicate content arose. I held a call with the team to discuss the tool's functionality, and afterward, the diversity and dynamism of content significantly improved. Since implementing REDKEDS, we've seen positive changes in the quality of work and creativity of the team. Colleagues often sent me designs for various projects for approval. I analyzed them and noted that some colors could be improved or other changes could be made. However, ultimately, I decided that if the design was already created, it had a right to exist and approved it without changes. It's important that the team enjoys what they do, because they create truly impressive work.

This work is an important experience for us. We've developed a unique and user-friendly tool suitable for designers of all skill levels. This tool allows you to upload your ideas and formulate technical specifications, resulting in engaging and original solutions. Our approach simplifies the creative process and makes it more accessible to everyone.

Our solution may seem crude and imperfect, but that's precisely what makes it unique. The identity of the future, although not entirely, will be based in part on the creation of tools, not just design. This will allow us to develop more functional and adaptive solutions that meet modern user requirements and needs. What makes our approach unique is that we focus on functionality and efficiency, making our product not only aesthetically pleasing but also practical.

We can develop this idea further. This tool offers the ability to create three-dimensional and glossy images not only of people but also of various objects. It allows you to change textures, experiment, and constantly discover new visual solutions. This opens up wide horizons for creativity and innovation in design.

Patterns and Graphics

Alexandra: We developed barcodes for packaging that is notoriously messy. Sometimes they overlap, emphasizing the concept of careless packaging. Such barcodes can be seen in a variety of places—from small shops in small towns to large retail chains.

I had experience working with a Chinese factory. I prepared a detailed guide, specifying barcode sizes and carefully formatting the material. However, many errors arose during the process, as many people don't pay attention to detail. This highlights the importance of paying close attention to detail when working with manufacturers and preparing technical documentation.

Vasily: Nowadays, barcodes look neater and more professional. However, just a few years ago, the situation was different. Many local stores and small delivery services used low-quality barcodes. These barcodes were often incorrect, distorted, or did not fit in the allotted space, resulting in confusion. Improved barcode quality has significantly increased the convenience and efficiency of the scanning and inventory processes.

This used to irritate me, but for our project, I decided it was worth playing around with. We can add barcodes with intentional errors, such as incorrect hyphens, to emphasize the concept of "near-trash" design. We didn't even create the icons ourselves - we just used free resources, which fits our approach.

It harmonizes perfectly with the trash 3D. Quickly prepared, everything is ready, we launch the project and head to the bar. That's pretty much it.

We developed the identity with an emphasis on speed and uniqueness. The main goal was to create something imperfect, but original. This approach is reminiscent of the process of making a good film, where it's crucial to capture the moment and express thoughts quickly. Sometimes it can be difficult to explain why a particular decision was made, but the result is always interesting and attractive.

On the benefits for the team

Vlad: Participating in projects where there is an opportunity to experiment and strive for emotions is much more interesting than following strict instructions with a predetermined result.

Interestingly, the entire process was available in a public chat, and that is where the client came to me. He noticed that we were doing something impressive, and this caught his attention. Thus, the openness of the process in the chat played a significant role in attracting new clients.

I demonstrate my project to colleagues and acquaintances. These experimental and exciting works serve as a great way to showcase your achievements and ideas.

Alexandra: This project is unique; it is distinguished by its freedom and originality. I haven't had a similar experience, and I'm not sure when the opportunity to implement something like this will arise again.

Work becomes exciting when the boundaries are not too strict. Having references and a system of images creates a foundation, but the fuzziness allows for creativity. This gives the opportunity to experiment with packaging, extracting a variety of techniques and ideas. This approach contributes to the development of a unique style and allows for new solutions in the process.

I strive to avoid repeating myself and quoting my own ideas across different platforms. This creates a certain puzzle that develops my creative thinking skills and helps me find new approaches within a given theme.

Vasily: This project gives me the chance to create more intuitive and sincere solutions.

Currently, we do not exercise significant control over the designers' work. From a design perspective, there is a lot of opportunity to create more vibrant and interesting solutions. However, our primary goal was to provide inexperienced interns with the opportunity to develop original and creative projects.

This project provided us with a unique opportunity to express our ideas. We took a bold approach, which is rare in today's cautious market. Audiences appreciate G8 because designers present real work, without unnecessary embellishment. This attracts attention and creates a deep connection with the audience.

This project made me feel like a child again. While working, we were simply playing, not knowing what would happen next. It is a feeling of youthful curiosity and energy, as well as carefreeness in a positive sense. I always focus on emotions in my work. Truly high-quality design can be assessed in a matter of seconds.

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