The Brief
A co-production with our friends at Birthmark for a channel on Multichoice that runs telenovelas from the continent
The idea was to symbolise weaving storylines that spoke the way African fabrics are made.
The Process
In an effort to develop imaging that speaks to a Pan-African audience, we examined how cultural production on the continent is expressed and what common threads we share.
Next, we looked at contemporary fashion from the continent and see how traditional textiles are reimagined, reworked and presented.
We conducted a ton of colour studies to find the right one for the target market and differentiate from competitors.
The result was an undulating threadscape of fine striations of thread that made a flag when they come together in a distinctive range of gem tones.
Credits
Wondermerk
Creative Director
Colin O’Mara Davis
Producer
Chris Janse van Rensburg
Art Director
Zene Stoltz
