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VNZMA’S 2019 —

 

The 2019 identity all started with music. The first step in our creative process was redesigning the hall of fame inductees Th’ Dudes’ hit track ‘Bliss’. The focus was on imagining a darker, more evocative take on this classic anthem, with the feel of the composition becoming a key springboard for the overall tone of all project elements.

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In making the identity for this year’s awards and campaign, we needed to create something that showed the turmoil, the chaos and the fleeting triumphs that occur in the songwriting process — “because when you’re in the studio pouring your heart out it can become a very dark and unforgiving place.” 

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This year’s concept focused on the journey of creation. Discovering and celebrating the journeys of Aotearoa's treasured musicians as they made their music. 

The eight 3D sculptures we painstakingly created, becoming metaphors for those fleeting moments of clarity and beauty that occur as you make music. 

We wanted to create a graphic language that wasn’t immediately obvious. One that took time to appreciate – that made you stop and “figure it out” much like what our artists face in their craft everyday. The least we could do at ‘their annual event’ was respect their artful struggle by putting it at the heart of the awards’ identity concept. 

 

Branding
Art Direction
Animation
3D Modelling
Photography

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