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Alfa-Forum
Motion design for Alfa-Forum — annual conference dedicated to the 30-year anniversary of Alfa-Bank — one of Russia’s top banks. At this event, top management set goals and frontiers for future growth and development.
Motion design and art direction by me.
Alfa-Bank’s creative direction by Irina Voloshina
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Alfa-Bank’s art direction by Vitaly Shitov.
Music by Yan Pavelchuk
The main idea behind the motion design of the project is the transformation of material entities into digital counterparts.
Banking has become digital, that is why the branding of the bank had to become digital as well as more abstract and minimalist. The event badge and ribbon attached to it via carbine loses all their physical properties and becomes a black and white typographic abstraction. This transition is the core of the design.
Carbines and other climbing equipment represent the safety that the bank brings to its customers while being in a risky field of developing new digital solutions. The accentuated detailing of the equipment enhances the physicality, while also being aesthetically independent.
The event was planned as an offline conference, but because of the COVID-19 pandemic it was delivered as an online event. Thus the whole event in itself reflects the idea of the digital transformation that it was based on.
I'd like to thank Irina Voloshina and Vitaly Shitov for their approach to the project and the freedom they gave me. As well as the Alfa-Bank designers: Dasha Polozhentseva, Egor Shatohin и Arseniy Mehovnikov.
Alfa-Bank brand typeface: Styrene A Regular, Bold and Bold Italic by Commercial type / Type.Today, Berton Hasebe, Ilya Ruderman, Commercial Type, Berton Hasebe, Ilya Ruderman (cyr).
#digital #transformation
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