RBC Trends: Sharing Economy
This trend is about how the sharing economy is changing people's habits and values, how it transforms businesses, and affects our perceptions of "well-being" as such. Ownership of things and objects is no longer a priority for contemporary people. Consumption is becoming more rational, and we increasingly prefer freedom of choice and mobility.
Year
2019
Services
Art Direction, Illustration, Brand Identity, Print design
Team
Art director: Irina Chernyshenko; Photo editor: Yulia Spiridonova; Lead designer: Polina Ivanova; Designers: Alexandra Ivanchikova, Maria Bazhanova; Motion designers: Alexander Koksharov, Semyon Barkov, Andrey Shtuchny.Design manager: Evgenya Datsko;
The key images of the identity of the "Sharing Economy" are Maslow's pyramid, consisting of elements — needs, and a person represented in the form of a circle. On the pages of the magazine, the circle is a character who gets into different situations: then he gets rid of things, then they fill him up again. This can be seen in the illustrations that we use to tell stories and convey the mood of the trend. The color of the cardboard box in which we often store or transport things is chosen as the main color for the trend. To show the diversity that people strive for in life, we used a lot of additional colors. The medium plan in the photos of the magazine's heroes and the warm color correction are harmoniously combined with the main color of the identity. Kazimir Text RBC medium was chosen as an accented font, combining various features of pre-revolutionary typography with modern ideas about fashion, form and harmony.
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