‘In ancient Greek mythology, Atlas was a Titan whose duty was to hold in his arms the sky (the universe) and thus, preventing it by falling on earth. However, in the 19th century, the term was increasingly deployed in German to identify any tabular display of systemised knowledge so that one could have encountered an Atlas in almost all fields of empirical science.’ (Buchloh, Benjamin, 1999. Gerhard Richter’s Atlas: The Anomic Archive.)
Under Paul Fintch’s directorship, the World Architecture Festival (WAF) has gone on to become the world’s largest international architectural event. It includes the biggest architectural awards programme in the world and by entering, one has the chance to become part of a great archive of contemporary architecture.
In November 2014, we were commissioned by brand manager Kim Slaney to conceive and design a strong visual identity and campaign for WAF 2015. Inspired by ancient Greek mythology, Jack Deridda’s ‘Archive Fever’ and Michel Foucault’s ‘The Archaeology of knowledge’, we used WAF’s archive of all previous award entries to create an Atlas of contemporary architecture; an image-based graphic identity and visual language that spans across print, web and mobile applications, press and invitations, as well as environmental graphics.
* WAF 2015 branding scheme used only selected parts of this proposal.