SCOL(2020)

Art direction, branding
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SCOL is a floral and horticultural company from Montreal founded in 2019 by St├ęphanie Colassin. Early in 2020, she approached me to conceive an identity. Since there were no immediate application, I was free to experiment in a very explorative way, as a deliverable.

Approaching the subject, I immediately thought of the delicate, fleeting and passionate beauty of flowers; how much it contrasted with the powerful, peaceful and immutable nature of trees and how I would like to visually bring to life this juxtaposition in the identity.

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I drafted two options that materialized this tension and a third one that was inspired more solely by the delicate aspect of my reflection.

The chosen option was using the Pratique typeface that I was designing at the time, a geometric art-deco design with grotesque leanings. It gave the logo a balance between the pragmatic powerful and the whimsical delicate.

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