The exhibition was about exploring the concept of “core family” and what it could mean, and how different families can be defined. For this, we chose to work with blobs as a representation of family.

Family First

abstract art, branding, graphic design, typography

Poster, invitation cards and email animation for an exhibition about queer families at Södertälje Konsthall. We wanted to create an abstract poster that metamorphs, that the word family, or 'kärnfamilj' is not one item but can be stretched, multiply, withdraw, change. We also played with the lettering, making the letters change in the animated invitation we sent out.
Exhibitioned 7/10 - 12/11 2017.

Art Direction, email invitation & animation: Tova Jertfelt
Graphic design & illustration: Nathalie Ruejas Jonson

The exhibition was about exploring the concept of “core family” and what it could mean, and how different families can be defined. For this, we chose to work with blobs as a representation of family.

The exhibition was about exploring the concept of “core family” and what it could mean, and how different families can be defined. For this, we chose to work with blobs as a representation of family.

 “Families are like a living organism, a cell. It is  changeable and can expand, collapse, grow smaller, divide. It is  square-shaped, thorny, see-through, vulnerable and strong.”

“Families are like a living organism, a cell. It is changeable and can expand, collapse, grow smaller, divide. It is square-shaped, thorny, see-through, vulnerable and strong.”

We wanted to convey this with both color, form, and choice. We wanted to portray a diversity of families - how different cultures, norms, ideas and thoughts can be fitted into the word 'family'.

We wanted to convey this with both color, form, and choice. We wanted to portray a diversity of families - how different cultures, norms, ideas and thoughts can be fitted into the word 'family'.

 The fonts have been selected with a queer perspective. One of the fonts used is "Queer Type" by  Minna Sakaria . 

The fonts have been selected with a queer perspective. One of the fonts used is "Queer Type" by Minna Sakaria

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