'Warszawa w budowie' (Warsaw under construction)
The Unique Craftsman
Ludovic Balland was awarded the Swiss Federal Design Award for his implementation of a visual communication concept for the art festival held annually by the Museum of Modern Art in Warsaw in 2009 and 2011. A variety of exhibitions, lectures and performances took place under the overall title of 'Warszawa w budowie' (Warsaw under Construction) - a reference to transformations in Warsaw's public areas. His communication strategy made use of a number of media: inserts, posters, billboards, flyers and the programme.
Balland's inspiration and key theme was that of change. The museum building is still under construction, whilst the city itself is experiencing a major upheaval. The intention was to make these two dynamics apparent as part of the visual profile and to reinforce the visual identity of the museum within the city, as well as telling a story about the situation.
To bring together the museum, the city and the festival, Balland decided to use a characteristic typeface based on the script used all over Warsaw for signage and traffic signals. The festivals of 2009 and 2011 retained their own distinct profiles.
Balland incorporated the planned new Museum of Modern Art building by the architect Christian Kerez into his graphic design for his first implementation for the concept. By projecting views of interior spaces (in the case of the lowercase lettering) and façades (in the case of the uppercase lettering) onto the letters, he turns them into witnesses to history. At the same time, his dynamic implementation brings together two languages - Polish and English - in a way that is effective in terms of design and context.
In his second design, an architectonic perspective was added to the script. The corner element provides a background for all the lettering and makes the script highly recognizable, thus ensuring that even in the newspaper inserts it stands out from the crowd.
Ludovic Balland has once more proved the quality of his work. With great sensitivity, he thoroughly thinks through the project entrusted to him, develops a compelling concept and implements it adeptly and with attention to detail.