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IDENTITY FOR A NEW CONTEMPORARY ARTS WEB TV
JACK Contemporary Arts TV
is an online video platform that intends to bring the general public in contact with contemporary art with exclusive contents, constantly updated schedule of live streaming, space for comments and the contribution of art bloggers. Jack brings together multiple international contemporary art institutions.
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My role was to develop its identity giving it a name, I also created Jack dynamic logo and video trailer.
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WHAT
IDENTITY - COPYWRITING - DYNAMIC LOGO -VIDEO TRAILER CONCEPT AND EDITING
WHEN
2016
FOR
MAXXI MUSEO DELLE ARTI DEL XXI SECOLO and PARTNERS
EMST National Museum of Contemporary Art, Athens-Αθήνα
Foam Fotografiemuseum, Amsterdam
La Triennale di Milano
Istanbul Museum of Modern Art
La Galleria Nazionale
Centro per Arte Contemporanea Luigi Pecci, Prato
MAK - Austrian Museum of Applied Arts - Contemporary Art, Wien
Museo Fotografia Contemporanea, Cinisello
Museion, Bozen-Bolzano
Museo MADRE, Napoli
Muzeum Architektury - Museum of Architecture, Wroclaw
Trienal de Arquitectura de Lisboa
WITH
FRANZ COSENTINI (ORIGINAL SOUNDTRACK)
LINK
MEANS NOTHING, HAS SO MANY MEANINGS
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Contemporary arts are considered hard to understand so people often feel skeptical or frustrated in their attempt to “get“ them. Contemporary arts use non-conventional formats and languages and their significance goes beyond the object shown itself. As a way to make them easier to understand, the name Jack was conceived using their same logic: it is apparently meaningless but able to provide the public with a variety of new unexpected meanings.
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EXCITING CURIOSITY TO BREAK PREJUDICE
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Many Jacks can be found in mass culture: Jack is an electric connection, the name of famous people or fictional characters. But it might be something you don’t know yet and that is worthy of further exploration. Jack works as a trigger: starts from something everybody can feel confident with, it catches the attention, excites curiosity and stimulate the public to find new unexpected meanings. In this way it can encourage people to explore the world of contemporary arts with neither judgement nor suspicion. This makes Jack a new conceptual way to broadcast contemporary arts’ million different messages.
A DYNAMIC IDENTITY FOR JACK
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Contemporary arts are ever-changing, they are committed to a neverending reshaping of their own limits and boundaries. Likewise, Jack will be defined by a dynamic logo changing through user interaction. Jack’s logotype will contain a wallpapers’ showreel of the web tv contents. The brand will be renewable in time together with these contents without loosing its identity. The logo would work as a random search engine as well: in order to introduce the green public to contemporary arts it can be presented as a roulette. The user who can’t figure out where to start from, can click the logo and let Jack show him a way in.
