Afro-futuristic campaign for 100% Design South Africa 2016

The eye-catching campaign for 100% Design South Africa 2016 is the result of a collaboration between the show and branding agency, Deep Design, which conceptualised the new graphic identity and execution for the show's third annual edition, due to be held at Gallagher Convention Centre in Johannesburg from 5-9 August 2016.

Bold patterns, vivid colours and geometric shapes, evoking elements of traditional African masks, infuse the show with a sophisticated Afro-optimistic spirit.

“The 2016 graphic campaign takes its cue from the rich visual traditions in Africa interpreted in a thoroughly contemporary way,” explains Cathy O’Clery, programmes director for the show. “The sleek yet playful palette, combined with the use of basic shapes, creates a wonderful toolkit. It will play out in a myriad of creative executions, giving the whole show a distinct and directional identity.”

Deep Design’s creative director, Adam Shear, who steered the creative production of the campaign, credits the influence of African patternmaking and tribal masks as the point of departure for the graphic identity for 100% Design South Africa 2016. “Part of the attraction to African patternmaking is its naïve sense of alignment and shape, which from a Western design perspective could be seen as imperfect, but it is precisely therein that lies the beauty. We built from this rich playfulness of basic shape.”

For the colour palette, he drew inspiration from the quintessential Afropolitan Joburg, which is also the home of 100% Design South Africa. The inner city streets are a backdrop to a dynamic fusion of high-end design and make-do craft, couture fashion and traditional wear, street art and sleek new architecture, spaza shops and high street sophistication.