Strengthening Grupo Berro’s working, we redesigned our website and decided to communicate the different specialties that we develop without being literal.
As designers, art directors, audiovisual producers, industrial and creative designers, our main task is to communicate. There is a principle of cinema that says that in the edition is where the film is built. At the time in the history of cinema where the edition was born, it was understood that one specific image after another, builds a story. That is to say, an image of a train at full speed, prior to an image of a pedestrian crossing the track, will build us a story of danger and adrenaline, while if we change the image of the pedestrian for a moving landscape, the story changes to one of a journey and contemplation. Under this principle, we started to think about how to express the concepts we wanted to cover in the web, without being literal. How to talk about "Branding and identity" or "Packaging" without necessarily showing projects.
To define these concepts, we held several internal brainstorming meetings and invited Pato Katz to participate so that he could contribute all his know-how in art. From these exchanges came the idea of grouping elements that by themselves do not communicate much, but together they manage to build the story. A single tangerine peel will not necessarily communicate "Packaging", but if we add wrapping paper, glass or wire to this peel, the story begins to build.
As a result, we generate different original photographs for our banners, presentations and social networks, where at first glance what that image communicates is not literal, but after several looks, the receiver is likely to interpret them.
You can see all images here
