Between color, geometry and period architecture
Rado is a watch brand whose culture of design and innovation has inspired generations since 1917. Renowned worldwide for its use of revolutionary materials and its collaboration with designers of international stature, Rado is distinguished by its pioneer and avant-garde spirit: “If we can imagine it, we can do it.”
The brand has developed a collection that is inspired by the philosophy, design, and colors of the Franco-Swiss architect Le Corbusier. For the creation of this collection with minimalist design and a varied color palette, Rado wanted to develop a social media campaign. Therefore, the objective was to find a creative strategy that connected architectural history with product design innovation.
To reflect the work, inspiration and geometric power of Corbusier’s architecture, I focused the artistic direction on keywords from technical and artistic vocabulary of the architect to find correlations with the philosophy of the watch collection. The form and repetition of letters and words become poetic shapes between calligram and textual rigor. The color palette inspired by the Architectural Polychromy of Corbusier pays homage to a life’s work consecrated to the mastery of perspective.
Where space and time meet
A flexible motion language
Kinetic animation makes the artistic language lively and flexible. The motion design reflects with subtlety and minimalism the keywords used.
The typography brings life to the constructions that evolve and change with time and movement.
SOCIAL & INTERACTION
A social perspective
Instagram has been a key tool for this social media activation. The brand has thus generated a strong engagement with the design and architecture fans.
The stories provided the occasion to tease out the collection by engaging the public through questions and quizzes on color, form and preferred materials.
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© 2023 Suleyman Yazki | Design & Direction