Dothings’ cosmopolitan identity welcomes LaCollection’s audience by bridging tech and tradition
LaCollection marks the merging of traditional art collections with NFT technology – allowing individuals to own certified digital copies of the world’s greatest masterpieces. Intending to embody this merger of conflicting contexts whilst introducing renowned cultural institutions to a younger audience, the brand turned to New York-based creative agency Dothings to craft their identity and platform; resulting in a refined, digitally-born aesthetic that typographically signifies this marriage.
Led with a determined focus on developing an identity that speaks to LaCollection’s broad demographic, the subsequent graphic system carefully harmonises traditional elegance and the brand’s technological founding – pairing sophisticated muted hues with the contemporary construction of Displaay’s sans serif Roobert as the supporting typeface to Boulevard LAB’s Sometimes Times. Used throughout as the identity’s wordmark and headline typeface, Creative Directors Estelle Monteillet and Pierre Jeand’Heur tell us, “Sometimes Times is beautifully drawn,” noting “we adjusted the spaces and the ‘C’ that was a bit too harsh,” referring to the bespoke alterations made for the wordmark.
The attention to detail across the identity is most strikingly noted in the cropped execution of the wordmark, which sees the logo split in half. “We wanted to combine the classic artworld aesthetic,” Monteillet and Jeand’Heur recall, “and the modernity of the new NFT world that talks to younger collectors,” an intention reflected in the routine use of both sans and serif across the brand’s identity. “For the logo, we wanted to twist this very classic serif font by cropping the bottom of it to make it more modern, more singular and more digital,” they conclude, “we often use the logo flush at the bottom of a page, an email or an NFT Card,” allowing the crop to fundamentally anchor the brand, and provide a literal founding for the identity to build upon.