PROJECT: University Concept Project

ROLE: Brand strategy, concept development, typographic researcher, print designer

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Calembour is a conceptual brand identity project for a fictional book design studio based in Paris. Developed during my academic studies, the brand explores how dynamic identity systems can elevate storytelling and reader engagement.

The visual identity is built around the idea of distortion and playful communication. The logo uses anamorphosis to challenge perception, distorting the type to create motion and transformation, symbolizing how design can reshape the reading experience.

The project also emphasizes manual and experimental processes, combining graphic precision with expressive, tactile techniques to create a flexible system that reflects the studio's imaginative ethos.

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RESULT:

Awarded top marks at the final exam for concept depth, narrative alignment, and execution across digital and print touchpoints. The project was also selected for the end-of-year showcase.