
Agency	StreetArt
Creative head	Fateev Evgeny
Author of idea	Fateev Evgeny
Product	PRIVATE DETECTIVE
Description	We are devoted to collaboration with small business. Especially when a client's brand name starts with "private...". Such projects form our wider research program "Anthropology" that is presented today by projects "Office anthropology" and a video for a private realtor Pozdyakov V. Considering this, we aimed in identity designing for a private detective Shorokhov Yu.G. at the following: 1. The identity should be heartful and should also point out the "private" status of our customer. 2. Identity should take into account an occupation of our customer - practise of private detective. The task was solved in a style of "a pencil negative". It may sound funny, but we got this solution from a detective serial "Columbo" - when Columbo began cautiously to cover a page with a pencil, and there appeared out traces of a written text from the previous torn way page. For our buseness cards we prepared a special congreve plate. An image is "developped" like a photography by a client himself with the means of pencil or a piece of charcoal, or by a detective by the means of a special staff used to to lift fingerprints (and the image becomes fixed after that). Here are the most important points in this aesthetics for us: - an information about our customer can be revealed to the needed extent: that is the main principle of a structure of this business card that allows a step by step revealing of full information of a private detective including his private address, phone number etc., thus pointing out that he has no limited working hours and that even his time and plans are subject to his clients. - interactive identity: client's of the private detective are involved in a little investigation, they are pretended to be detectives themselves. It has also some practical points: the "negative" business card can contain somehow "resticted information" that only informed people can reveal. - an Easter egg: hidden bonus. As an example, in this design of business card client can get a discount after solving a simple puzzle.
Team members	Creative Director Fateev Evgeny Art Director Kolokolov Andrey Designers Kolookolov Andrey, Kolmogorov Nikita, Chabanov Dmitry

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