Client: Freilich Open Arts
Team: Natalia Garcez (graphic designer), Patrick Stieger (programmer)
Type: Personality, visual identity, digital materials

Freilich Open Arts is a creative platform and sharing community which connects art lovers and upcoming artists, encouraging and supporting them to organize and experience intimate art sessions. The design project involved the definition of the brand’s personality, its visual identity, as well as the style for the brand’s online platform.

The main challenge of the Freilich’s visual identity is to be recognisable and consistent with the brand’s personality, at the same time that it embraces and shows all the different styles of the community artists work.

Paintings by Lisa Gross and Jonathan Ka Von Seiten (vonseiten.com). Guitar player picture by Jonathan Weidenbruch.

Photographies are an important element of Freilich’s visual identity. It is through them that we communicate the artist’s work and personality, besides all the welcomeness and community life. Artist’s portraits seek for reflecting the artist’s personality, and graphically it resembles the presented artwork. The pictures of the events always show the welcomeness and intimacy of the community.

Guitar player and concert pictures by Jonathan Weidenbruch.

Freilich’s colour palette is designed for juxtaposing colours in bold and unexpected ways. Though we bring a variety of tones and temperatures, they are used in monochrome or in pairs (background + elements colours).

The final outcome is a dynamic and flexible visual identity, that has a strong character at the same time it does not invade the artists’ artworks and personality.

Painting by Lisa Gross.

Painting by Jonathan Ka Von Seiten (vonseiten.com)

For Freilich’s mobile platform, was designed the style guide as well as its application on its main screens.