This a rebranding project of the festival ERROR: Art of Imperfection. The assignment was to rebrand a festival in 14 weeks that includes print, motion, coding, and various deliverables with the focus on “experimental typography” which explores expressive and progressive typography that excesses and possesses the typographic rules and structure.
ERROR: ART OF IMPERFECTION had a unique subject matter of “error” where they invite artists and technicians to explore errors in different areas such as music, art, exhibition, and studies. The festival doesn't hide errors. They ask audiences to explore errors by fully embracing and welcoming the error. The main insight of the festival as the visual director was to communicate the idea of error in a literal way both visually and ideologically. The fractured images and wide color spectrum of glitches give a sense of chaos and allow the audience to be more exposed to the error which eventually appreciates the beauty of error. Vellum paper is used to portray the idea of error that is found when we restructure the system. The layers of vellum paper seem "perfect" as a whole, but by opening each layer the viewer then realizes fractured language and glitches. The "X" logo form takes role as a visual guidance that directs people's attention in different variations.
The project successfully communicates the idea of error while exploring different ways of expanding typographic structure through breaking and keeping the rules of type. The book and one of the poster series was showcased in ArtCenter Hillside student gallery, and a whole poster series was exhibited in the ArtCenter Graphic department.