In this project, Katherine Brown redefines the way we perceive architecture. With a passion for the built environment and a commitment to monochromatic aesthetics, Katherine set out to craft a series of captivating posters that evoke the way we communicate spaces. With her concept, she conveys the intricate relationship between architectural forms and creative thought using the ‘cut and crop’ method of kinetic typography.
"Cropping the text short to hide certain elements of the letter shapes was intended to provoke individual connection and experience to the intended message"
Katherine's project, titled 'Architectural Experience Through Spatial Awareness,' sought to bridge the gap between the concrete world of architecture and the abstract realm of emotions. Her challenge was to create a series of visually striking posters that combined her clean and tidy aesthetic while trespassing on traditional poster layouts. She intended to infuse a sense of depth, rhythm, and purpose into her designs. How could she harmonize her taste for minimalism with the complexity of showing architectural creative expression?
"I do like to keep a neat and tidy aesthetic [but] I love sudden bursts of creativity whether drawn, crafted or digitally rendered"
Katherine used her knowledge of architecture to experiment with kinetic typography. This choice was deeply rooted in the notion that just as architecture moulds and shapes the physical world, typography could shape and manipulate the very essence of her text. Inspired by her own experiences as an undergraduate architecture student, Katherine seamlessly blends the language of architecture with the art of typography.
"The colour scheme (black and white) and crop and cut technique are incorporated in both the images and text to create a contextual conversation between the two."
Her initial vision involved 'cut and crop' techniques applied to text, intending to hide certain elements of letter shapes. “Form creates mood and feeling” she explains. In her words, the 'cut and crop' element of the graphics adds dimensionality and feeling to separate spaces. Her clever concept uses monochromatic contrasts to give a dynamic vision of the graphic elements.
She introduced the use of chiaroscuro (interplay of light and dark) in her pieces. Chiaroscuro is a technique broadly used in Baroque art to give a three-dimensional sense to flat paintings. It lent depth and emotional resonance to her spatial designs.
"Though my inspiration primarily comes from personal experience, [as an architecture student], other typography projects I took as inspiration heavily incorporate experimentation with void space to create dimension."
The 'cut and crop' technique extended to both text and graphics results in a visual dialogue between space and typography, echoing the architectural process itself.
The colour scheme, maintained throughout the project, created a sense of unity and structure. The posters progressed from the creation of basic shapes to the manipulation and experimentation with those shapes, eventually placing the designs within the context of the built environment.
"The black and white matched my clean aesthetic [with consideration to] the practical side of architecture [because] there still are limitations in design as the architecture sits itself in the physical landscape as a functioning building/structure/space."
The series is carefully organised to guide the viewer into the architectural design process: “Design Shape, Create Form, Transform Style,' and 'Explore Mode”.
The result of Katherine's meticulous design journey was a visually stunning series of posters that spoke volumes about architecture as a medium of artistic expression.
This project resonated deeply with the architecture industry, providing a fresh perspective on the art of designing spaces. Katherine successfully conveyed the intricate relationship between typography and graphic elements in creating a powerful narrative about architecture and creative expression.
Katherine Brown's journey has illuminated the potential of kinetic typography to transform architectural experiences.
The key takeaway here is the powerful impact of visual storytelling and the harmonious interplay of text and graphics and contrasted monochromatic aesthetics in conveying complex ideas and emotions. Katherine's project reminds us that, in the world of design, true artistry lies in the ability to transcend personal and technical boundaries to resonate with the audience.