We deal with living materials which do not always obey the same rules, although there were care and dedication, sometimes they respond in a thankless way that challenge to printers and paper and ink manufacturers.
This earthquake happened with Mamen Diego’s branding. A project whose final result and the brilliant execution of his photographs show the bright side of an arduous task, voracious in professional efforts and with the result of unfair personal costs.
The circumstances of this project overcome with Atipo and everyone’s efforts, in addition to make us grow, invite us to think about the work of graphic production seen in many specialized websites.
Sometimes the excess of projects, many really good mockups, lead us to the trivialization of a craft that imposes its own rhythms. Their frequent appearances become them fast consumption, without letting us see its true nature complex and capricious.
Atipo makes it look easy, but it is not.
On the basis of the images we can deduce the keys to this work: keeping the balance of complicated Pantone pastel colors with different types of paper, the readability of a fine typography on dark backgrounds, preserving track of design angles and getting a notorious set in which each piece stands out on its own.