Haritos Constantinos’ Showz identity champions the agency’s digital and physical interconnectedness
Holistic brand experience agency Showz has garnered acclaim for its combination of storytelling and cutting-edge technology; through which it enables brands to collaborate with creatives locally and internationally through sustainable, carbon-neutral processes. “They specialise in creating customised brand spaces that fully reflect the values and overall brand experience of their clients,” Athenian Creative Director & Designer Haritos Constantinos tells us, following his concise, considerate branding for the company.
“For this reason, we thought that if we put more emphasis on some element of the logo we would emphasise the main services of the company,” Constantinos continues, implementing the Greek letter Omicron to focus on Showz’s all-encompassing offering. “We chose to give the letter Omicron a 3D feel,” he adds, “which is presented in digital applications with a distinct chrome effect and in analogue applications with silver prints.” This delicate interplay highlights the brand’s theme of interconnectedness, both in terms of the relationship between Showz’s digital and physical worlds and in the diverse community of creators and artists they platform, placing substantial value on inclusion across their output. “We also thought that a 3D element,” Constantinos remarks, “would represent the concept of space, as the company specialises in the creation of brand spaces.”
The typefaces used to represent each of the brand’s dimensions come in the form of Helvetica Now Display and Nikolas Type’s Grand Slang Roman. “We chose Helvetica Now because we wanted to give a timeless aesthetic to the Showz brand,” Constantinos details, assured in the simplicity and familiarity of the typeface, as well as its contrast to Grand Slang, which was chosen for its Omicron letterform. “Grand Slang plays a leading role throughout the brand,” he remarks, offering “a sense of finesse” typically reserved for the fashion market. “The contrast caused by the combination of Helvetica Now Display with Grand Slang,” Constantinos suggests, “is the element that excited both us and our client,” together balancing contemporary and classic aesthetics.
This harmonious balance continues into the minimalist application of the brand, an approach that, as Constantinos justifies, embodies the physical interiors of Showz’s Berlin offices. “Every element presented in the identity, from the colours and the chrome effect in the logo to the material of the folders,” he clarifies, “is influenced by the colours of the walls to the materials used in the office,” creating, again, a powerful connection between the brand’s physicality and digital output. “The Showz project,” Constantinos concludes, “is the outcome of a perfect collaboration between brand designers and designers of interior spaces.”