Aasawari  Kulkarni

Design / Writing / Research


ALL WAYS BLACK


BRAND IDENTITY & CAMPAIGN DESIGN


Targetting young, BIPOC, infrequent readers, All Ways Black is a social campaign by Penguin Random House in Collaboration with Bookfluencer Cree Miles.

This campaign aims at celebrating black readers, creators, and authors—the infinite ways of being Black.




Client: Penguin Random House
Curated by: Cree Miles
Date: May 2021




Bold, confident, and authentic, the logo lock up is set in Frieght Display by Joshua Darden.  I thought it essential to the integrity of the campaign to select a typeface designed by a Black designer, Freight Display, in its beautiful contrast and sharp curves, compliments the essence of the campaign well.


Colour Pallet

Typography

Combining Frieght Display with its bold weight and the beautifully complementing Frieght Sans, helps highlight and magnify the diverse and flexible emotions of the campaign.


Graphic Elements and layering

The identity is extended with complementary patterns and motifs that together, along with the photography give a fresh yet cohesive feel to the campaign.