Polikultura: A Rebellious Pursuit of Visual Identification

Breaking the Codes and Rebel Against the Norms

Polikultura's visual identification is a testament to the power of design in conveying a message and provoking thought. Inspired by the themes of censorship, correction, provocation, and energy, the design employs strikethroughs and deformations of letters to emphasize its rebellious character. The project aims to encourage viewers to question and challenge the status quo.

What sets this design apart is its unique approach to visual communication. The posters, printed on B1 format, feature ragged edges and mistakes in the construction of letters, achieved by cutting and scanning the letters on low-resolution settings. The result is a visually captivating and thought-provoking design that captures the essence of the festival.

Polikultura's visual identification extends beyond posters. Leaflets, available in two forms, invite viewers to interact with the design. One form is folded, concealing its contents, while the other is squashed, mimicking discarded leaflets. This playful approach piques curiosity and encourages viewers to unfold and explore the leaflets.

The design will be showcased in public spaces, inviting viewers to engage with it. The use of tape covering parts of the posters invites viewers to interact by removing the tape and revealing the hidden message. This interactive element adds an extra layer of engagement and participation to the design.

The project was a collaboration between designers Zofia Dziurawiec, Zuzanna Opozda, Maria Smaga, and Paulina Łabuz. Their creative process involved working with programs such as Adobe Photoshop, Illustrator, InDesign, and After Effects. The team faced the challenge of finding a balance between readability and expressing the rebellious character of the project, resulting in a design that is both visually captivating and clear in its message.

Polikultura's visual identification will be displayed in Krakow, where the festival is well-known. The posters will be prominently featured in the city center and the Zablocie district, where most of the events take place. The design will also be showcased through citylights, spots, leaflets, invitations, and social media graphics.

The project, which began in October 2016 and concluded in March, has already garnered recognition. It was awarded the Iron A' Design Award in 2017, a prestigious accolade that recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements. The design's integration of industry best practices and competent technical characteristics contribute to a better world.

Polikultura's rebellious pursuit of visual identification challenges the boundaries of design and invites viewers to question, engage, and participate. Through its unique approach, this project showcases the power of design in conveying a message and sparking meaningful conversations.