Naturally Fluid: A Dynamic Design Language for the Kirloskar Vasundhara International Film Festival

A Unique Visual Identity Crafted by Centrick

The Kirloskar Vasundhara International Film Festival, an online festival dedicated to nature, underwent a transformation in response to the pandemic. Centrick, a renowned design team, was tasked with creating a new digital-first and mobile-friendly identity for the festival. The result was "Naturally Fluid," a dynamic design language that captured the essence of nature and the festival's themes.

The inspiration for Naturally Fluid came from the rawness and imperfect beauty of nature. The design team used an organic, earthy style of illustrations to create a visual language that reflected the festival's commitment to nature. Each element was hand-drawn and completed using watercolors, giving them a unique and natural feel. The elements were then converted to electronic format, cut out, and assembled like a collage, mimicking the diversity and interconnectedness of nature.

One of the key challenges was ensuring that the design language rendered seamlessly across different devices and platforms. Centrick chose Gilroy, a modern sans-serif font with a geometric touch, as it rendered beautifully across mediums. This allowed the design to maintain its integrity and recall, regardless of the screen size or orientation.

The design language was not limited to static visuals. It was brought to life through promotional films that played across various media, devices, and platforms. Each film was created in multiple ratios to ensure optimal viewing experiences. The design system used at the end of each film was customized to stay relevant to the theme, further enhancing the festival's visual identity.

The Naturally Fluid design language successfully captured the attention of audiences and drove them to the Kirloskar Vasundhara International Film Festival. Its fluidity and versatility allowed it to adapt to different contexts while maintaining a cohesive and recognizable brand identity.

The exceptional design work of Centrick did not go unnoticed. Naturally Fluid was awarded the Bronze A' Design Award in 2022 in the Graphics, Illustration, and Visual Communication Design category. This prestigious award recognizes designs that exhibit strong technical and creative skills, contributing to improvements in quality of life and making the world a better place.

The Kirloskar Vasundhara International Film Festival and Centrick's Naturally Fluid design language serve as a testament to the power of design in conveying important messages and creating meaningful connections with audiences. By combining art, technology, and a deep appreciation for nature, this design successfully communicated the festival's mission and inspired viewers to listen to the voice of Mother Nature.