Artfad

By Hey Studio

Hey Studio's Artfad design with geometric shapes and a hand peeling a black-and-white layer

Hey Studio's Artfad 2014 geometric design with bold lines and halftone patterns

Grid of abstract black and white geometric cards by Hey Studio, labeled Artfad 25NA

Geometric shapes in pink, green, blue, and gray by Hey Studio

The idea was to represent a geometrical A in outline as a layout and then add colour, patterns or materials. The invitations were made using Maxon comic patterns and the only machine process was the printing of the text and lines. We bought 100 different patterns that were applied manually one by one. The result is 500 unique invitations.

Hey Studio

Overview

The ArtFad awards branding began with a simple geometric outline of the letter A.

From there, they let craft take the lead, filling that frame with slabs of colour, comic-book-style halftone dots and every texture the studio could wrangle from a pack of Maxon sheets.

Each invitation was finished by hand and no two look alike, with only a machine only touched the job to print the text and guidelines.

Five hundred pieces later! The invites feel less like a piece of marketing and more like tiny one-off artworks, a neat nod to the makers the awards celebrate.

This is effort, but it is rewarded in the result.