The theme for the INK Conference 2013 was All That Matters, spanning eleven different sessions—each named contextually with a two-word phrase that either compliment or contradict each other.
To depict these metaphors I chose to use natural underdog elements, those which in the bigger scheme of things do not enjoy much attention over their popular counterparts but serve important functions in their own rights and hold immense beauty in their characteristics. For example; when we say ‘fruit’ we think of an apple or a mango but not a pomegranate or a red banana. When we say ‘flower’, we think of a rose or a tulip and not a banana flower or jasmine. When we say ‘stones’, we think of diamonds and marble and never agate and so on.
Each of these elements, moreover, had properties that echoed it’s respective session title duality. The entire look was art directed following that logic which later on went onto become the visual language that spanned across print, screen and spatial conference collaterals.
concept & creative direction Sankhalina Nath associate art direction & copyNirupa Rao
photography Varsha Yeshwant Kumar client INK