Malavika

Divide By Zero

Divide By Zero is an identity system for a fictional campaign to celebrate the “inbetweeners”, or those without a single identity. I designed every touchpoint with a focus on the brand's core mission — to promote diversity, with a focus on individuality and uniqueness.
identity, branding, typography
2020

Initial logo concept and design

Design and brand guidelines

Print Design

While designing the brand system, I wanted to pay attention to the use of language, as well as the visuals. It wasn't exclusively about how the brand looked but also about how the brand sounded. The identity has a powerful, bold but cheeky voice, with a strong focus on inclusivity –– this can be seen, for example, in the event tickets that say "Admit (every)one" or the clear mission statements on posters and invites.


Invitations

Stationery sets and other event merchandise

Event posters

Business Cards

Motion Design

Visualizing the logo and the brand's voice in motion.

Logo in motion

Text in motion


Web Design


Web design - color-blocked tiles for navigation on the landing page

Mobile design

The challenge was to build a cohesive and compelling visual brand story with a fresh and authentic voice from scratch. The bold and bright color palette contrasts the minimal type treatment to create a playful and flexible identity system. Led by my passion for simplicity and bright ideas, the identity is brought to life in print and online, with an experience full of thoughtful details and powerful character.

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