TIDE
Find the current worth following.
A coastal culture campaign where fabric, water and sound share one rhythm. A fluid identity designed to live outdoors and online.
Challenge
A fictional coastal programme brings exhibitions, talks and shared outdoor experiences into one calendar. It needs a distinctive invitation that connects many activities without treating the landscape as a backdrop.
Strategy
The strategy centres on participation: visitors follow a current, make a connection and add their own perspective. Natural movement gives the campaign a language that can adapt to different places.
Identity
Translucent coral fabric, circular crops and restrained typography form the campaign system. The palette keeps the sea and stone visible while a single signal colour helps the programme stand apart.
Campaign
Photographic studies become posters, social sequences and environmental flags. Each composition gives practical event information room to breathe while retaining the feeling of wind and water.
Digital
A mobile-first programme concept puts dates, locations and accessibility details ahead of decorative motion. Circular discovery sits alongside a straightforward editorial reading experience.
Motion
Soft distortions and ripple reveals answer the visitor’s input. Motion settles quickly so photography and information remain readable on slower devices and small screens.
Results & credits
The programme, imagery and outcomes are illustrative. This concept demonstrates an art-directed campaign system and responsive experience; it does not represent a real cultural organisation.
Concept, direction, design and development: Midenus. All campaign imagery and studio profiles are illustrative.
LOOP