We were given a one day brief in which we had to produce a unique piece of work as an offering to the Berlin based design studio; HORT. The piece of work could be designed using any method that I saw fit, analogue, digital or a combination of both and could be about anything. We were encouraged to research the studio, looking at its ethos, style and general approach to visual communication. We were also encouraged to simply have fun with, something I like to hear in a brief. I looked at the studio's website for inspiration. What I noticed was that HORT has a very playful, distinct style and aesthetic. They produce work that is undoubtedly contemporary and that is something I wanted to weave into my piece of work for this very short brief.
HORT adopts a highly experimental approach to typography. This is evident in the poster work and branding/identity that they have produced recently. I appreciate experimental use of type and am continually attempting to use type in exciting ways in my own personal work. This interest in type was the driving force the work that I produced for this one day brief.
Experimentation: I have noticed that blackletter typefaces have become quite trendy in contemporary commercial graphic design recently. Modified slab serifs and humanist blackletter typefaces are popping up in a lot of areas of editorial and poster design, and I am quite a fan of this. I think its interesting to use contemporary, modified versions of such ancient letterforms. I wanted to be as playful as I could with the actual type and the words being used. One of my favourite phrases around at the moment is 'All black everything'. It can be applied to fashion and design, so I thought it would be interesting to use here as HORT produces a lot of identity/advertising for large fashion brands such as Nike. HORT is contemporary, and the use of blackletter typefaces is currently quite contemporary, so that was the logic behind the type decisions made.