EMOTION DANCE ACADEMY
NEXT PROJECT
Client
Nuno Ribeiro // GEEKLAB
Sector
Education
Discipline
Art direction
Brand Identity
PHOTOSHOOT
With the visual identity concluded and the interiors applied, I directed the photoshoot of GEEKLAB. The participants of the photoshoot were selected through a casting and the objective was to generate photographic content of what is going to happen inside the school. Different types of photographies were takes such group photos, kids holding objects used in the classes, trying different softwares, close-ups of kids using hardware. Photographer Rita Gonçalves, contributed with her photographic skills that would later be used for promoting the school between the different digital and physical formats.
IDEAS THAT FILL POTIONS
The whole concept of GEEKLAB was inspired in alchemy, a practice that combines different areas searching for the transmutation of inferior ores into gold, such as the seek for the potion of life. GEEKLAB urges from this idea of combining different areas in the search for knowledge and creativity, which is inherited to a feeling of magic and mysticism applied to learning.
In alchemy they would use the philosopher's stone to transmute inferior ores into gold, what was only a metaphor to say that what was necessary is to have the knowledge, because the philosopher's stone doesn’t exist. GEEKLAB has the mission to transmute the traditional education system, our day-by-day is surrounded by technology and kids are getting connected with it more and more in early ages. GEEKLAB wants to prove that from younger ages it is possible to create knowledge trough creative fields.
Just like alchemy where they were seeking for the potion of life, in GEEKLAB, students seek for the potion of creativity, that is only possible to fill by generating ideas. GEEKLAB’s logotype represents exactly this, an idea filling a potion. For a stronger connection with technology, the base visual of the brand is the pixel.
RESEARCH
The research was conducted on figuring out the best way to translate this new way of introducing creative fields to children. A new business model like GEEKLAB has the chance to stand out in the market, he just needed a good communication strategy and an attractive and playful visual identity. Driven by the name, the initial experimentation soon started revolving around potions, laboratory signs bold and clear typeface, and a mix of different elements that would represent the creative areas that GEEKLAB covers. To connect the brand with technology, the base shape is the square, referring to the pixel.
THE CLIENT
Nuno Ribeiro, the client, already owns a creative school which is ETIC_Algarve, one of the most renowned creative schools in Algarve. Due to a younger target audience, and the necessity of a new space, GEEKLAB needed to communicate in a unique way, with a new visual identity who would attract the kids and their parents to be interested on attending the courses. Nuno usually mentioned “kids have the fishing rods but they don’t know how to fish”, meaning that kids are already surrounded by technology, they just don’t know that it is possible to create with it
GEEKLAB
Discipline:
Art direction, Visual Identity
Sector:
Education
Live Project
GEEKLAB is a creative school located in Faro’s Municipal Market, directed for kids from 8-16 years old. It offers a variety of courses within the different areas of design, photography, video, sound, video games and programming in which kids can attend after their normal during-day classes, working like an extracurricular activity. During summer and holidays, GEEKLAB also opens as “summer camp” where kids creativity is mixed with other activities. The objective of the project is to develop the visual identity for this school alongside with the necessary digital and physical applications to inaugurate a new space. This project was done in an scholarship internship environment.