Dressing The Screen Exhibition Identity

Dressing The Screen Exhibition Identity

Dressing The Screen Exhibition Identity is a sophisticated bilingual visual communication system created for a prestigious fashion film exhibition, exemplifying the intersection of cinematography, fashion, and graphic design. This innovative identity system, designed by Roma Lazarev and team in 2014, ingeniously employs the motograph (also known as scanimation) technique, a nineteenth-century optical effect discovered by English scientist Peter Mark Roger, combined with inspiration from experimental fashion photographer Erwin Blumenfeld's photoworks. The design system encompasses a custom-created font and imagery that brings static visuals to life through clever use of striped overlays, effectively capturing the dynamic nature of fashion films while paying homage to Great Britain's pioneering role in the medium's development. The comprehensive identity package includes A1 posters, A5 brochures, and interactive invitation cards measuring 150 x 70 mm, where the word invitation transforms into its Russian equivalent приглашение through user interaction. The design's implementation in outdoor advertising creates an engaging visual experience where the imagery appears animated as viewers pass by, achieved through strategically placed vertical stripes on billboard surfaces. This exceptional work was recognized with the Platinum A' Design Award in the Graphics, Illustration and Visual Communication Design category, acknowledging its outstanding contribution to visual communication design through its innovative approach to expressing the convergence of fashion and moving images in static media.

exhibition identity, fashion film, optical animation, bilingual design, motograph technique, visual communication

— Adam Dawson