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Meet the WiP2021 student design team

Following the success of the student-designed identity for RCA2020, RCA student teams were once again invited to pitch for the opportunity to design the visual identity for Work in Progress and RCA2021. 

Amir Saidani (MA Visual Communication) and Camille Le Flem (MA Visual Communication) were selected as the winning team following a competitive pitch process in front of a panel of Deans, RCASU Co-President and Communications specialists.

Find out more from the team about their winning design concept and how the new, dispersed working which we all continue to navigate was part of the inspiration for this design:

Camille and Amir’s design will be used across all Work-in-Progress and RCA2021 channels this year, including digital platforms, marketing and promotional and event material.

WIP2021 identity image, Bengali
WIP2021 identity image, Bengali, Amir Saidani and Camille Le Flem 2021

Rethinking the idea of the traditional identity

'Our student body is apart for the first time, not working within the same spaces and adjusting to new ways of working, from different places around the world'. The team took this quite literally when considering the design. 

They wanted to ‘rethink’ the idea of what the traditional identity could be by producing something that was always changing and reacting to students working across the many disciplines and practices at the College; something they could very much own. They really wanted to highlight how international the institution is, and this felt to the team like the right time to do so.

WIP2021 identity image, German, Amir Saidani and Camille Le Flem 2021
WIP2021 identity image, German, Amir Saidani and Camille Le Flem 2021

Ribbons reveal student voices and languages

The identity is based around ribbons revealing student voices and languages. Acknowledging the new scenario that students find themselves in, the team has focused their idea on ‘new perspectives’:

“The ribbons represent student journeys, voices and abstractions. Typography is a key part of the identity, but more in a textural way. What we’re really focusing on is the many languages we used.”

Interpretative translations

Through the use of typography the identity represents the institution we all belong to, and the individual students voices constituting the community. This is why the team chose to work with interpretative translations. They used students’ ‘mother tongues’ as a way to communicate their own perspectives and approaches towards the WiP show. 

“The English is very literally ‘Work in Progress’ whereas the translations from other languages are less literal, using turns of phrase or synonyms. For example, we received an answer from a German native speaker whose interpretation of the WiP show was: ‘overcoming challenges, taking risks, using changes, show initiatives, try anyway’” 

WIP2021 identity image, Russian
WIP2021 identity image, Russian, Amir Saidani and Camille Le Flem 2021

New, online parameters 

The pandemic has, of course, changed so much about how the team approached this project. The WIP show is online this year for the first time and unlike previous years students have been working remotely.

“We were lucky enough to have met before we moved to online learning. We took advantage of these new parameters, for example with the use of animations as a main feature of the identity. This is the first time we have worked together as a team, which has been really natural and fluid despite having to work in a way that feels unfamiliar.”

See Amir and Camillle’s identity designs come to life during Work in Progress, online between 29 January and 5 February

Following WiP, the identity team will be expanded to include students from other disciplines, to continue this design into the RCA2021 showcase.