SQRD, the Modular Living exhibition is a brand identity response, beginning with the fact ‘the smallest house in London is only 4ft wide’ as an initial stimuli. The exhibition identity mimics the design techniques used by interior designers: only the minimal is on display and excess is hidden until the opening of a door, pull of a curtain or movement of furniture reveals excess. The use of colour follows this theme, allowing only the minimal black and white outer identity to be shown at first, followed by use of gradient colour and image to be revealed afterwards. The identity outcomes include animated poster adverts, motion Instagram ads, billboards and interactive tickets.
