Modern Synthesis — Science & design working together to bring change
Modern Synthesis is a start up biomaterial innovation company, developing radical & regenerative material solutions for the fashion industry. The goal is to develop sustainable & inspiring cellulose-based alternatives to reduce the industry’s dependence on petrochemical-derived materials. The process uses a microbial weaving process that uses bacteria to weave customisable biotextiles.
Challenge:
To create a brand and deliver a website, with the aim of gaining investment for product development. Due to the start up nature we were also working to a very tight budget which gave us a few days to set the brand expression and core assets, ready for handover and roll out by their internal design team.
Creative concept:
Duality of science & design working together to create change.
Solution:
Due to the experimental nature of the process and the futuristic use of materials, visually we reference retro-futurism – think 1960’s experimental science lab meets sleek minimalism.
The colour palette continues this theme by mixing together an experimental palette of natural colours derived from the organic process with a bright acid highlight to express the cutting edge tech aspect of the business. The typeface Space Mono was chosen due to its retro-futuristic vibe and paired with the minimalist font Source Sans.
The visual language uses a fashion editorial style that brings this all together. The use of overlaying imagery to showcase the duality of the design and process along with graphic references to the weaving process.
Role: Creative director – Art direction, concept and design
