Modulari & Flex
PRATT
INSTITUTE
2024
CONCEPT DEVELOPMENT
BRAND IDENTITY
Modulari unites all aspects of Pratt beyond the Brooklyn campus. Inspired by family trees or the tree of life, Modulari symbolizes diversity and interconnectedness across Pratt's locations. Through modular type and striking colors, we aim to captivate and engage our audience, encouraging exploration.
Flex explores the dynamic interplay between messaging, imagery, and the power of framing information within a structured, but flexible, shape. At its core, the approach involves utilizing a customized container derived from the “capital P” and bold colors as a visual language to organize and convey information. By employing this systematic, but variable, framing technique, we not only enhance the aesthetic appeal but also facilitate a more intuitive understanding of complex information.
Motion graphics by Nir Bitton