Artsemestr 2024 campaign
The Academy of Arts Architecture and Design in Prague – UMPRUM – is renowned as a leading university in Central Europe. Its Artsemestr exhibition held twice a year aims to show the work of the past semester, showcasing how students complete assigned topics, collaborate with peers and industry partners, and respond to contemporary trends and challenges. It demonstrates their independence and proficiency in both planning and execution.
This year’s visual identity was designed to reflect the exhibition as a dynamic space for young creators, capturing moments of stress, play, and constant experimentation. Our approach involved a collaborative effort among students from various disciplines, using their unique skills and perspectives. This interdisciplinary project shows the exhibition’s variety, displaying works from students across all fields. The visual identity was spearheaded by David Novák in graphic design, while Tuan Trieu and Jakub Vránek were responsible for creating the 3D model and animations. Polina Bakanova contributed with the music.
The wayfinding system mainly utilized fonts developed by the Typography studio, highlighting their semester’s work. The promotion of the event unfolded across three Instagram reels. The first introduced a box, similar to those used for packaging commercial toys and products, leaving viewers intrigued. The second reel revealed the box’s contents: a historic school building where the exhibition is held, reimagined as a plastic toy dollhouse. Creating the 3D model was particularly challenging, involving extensive research of tons of plastic toy houses and debating what was an essential detail for our school’s architecture and what was not. The goal was to make the building look like real toy you could find in any toy-store, while keeping the most recognisable aspects of the building so that everyone who knows it would still recognise it immediately.
The final reel unveiled the interior of the dollhouse, filled with miniature items representing various aspects of the exhibition. Notable references included miniature beers, symbolizing a project from the design studio, and a red carpet, alluding to the fashion and footwear department’s themes. The goal was to embed as many meaningful details as possible within the visual narrative, turning even the smallest elements like lettering and QR codes on the box into informative components.
