The culture strikes back

Naming / Logo / Branding / Visual Strategy / Art Direction

The “Kulturizacija” Project (“Culturalization”) is an effort to create the media content that goes well beyond the scope of classic cultural programs and to do so in a creative way - by 4D mapping of the former royal palace and by using its facade as a stage set, as well as a projection screen. We created a stunning visual spectacle with the ultimate goal of bringing the foundations of Serbian culture to the people in a popular, easy-to-digest way.

The identity I created is based around a hand-drawn logo, formed from organic shapes and a natural, flowing motion of strokes. As such, the logo does not conform to the usual corporate branding rules and can be used in a variety of colors and versions, both as a part of branded merchandise and as an attractive intricate pattern.