Parterre’s subdued identity for Max Manavi-Huber reflects the humanity and technicality in his work
“The colour palette is inspired by Max’s photographs,” Kevin Nowak, Creative Director of Vienna-based design studio Parterre tells us, recounting the thought process behind their identity for Vienesse photographer Max Manavi-Huber. “A lot of his photos are shot outside in nature,” Nowak continues, “so it was clear to use an earthy colour palette, and grey, brown uncoated papers for the stationary,” allowing the photographs themselves to take centre stage.
Inspired by Manavi-Huber’s passion for motion and emotion, the identity is built around the form of analogue film frames, with the initials ‘M M H’ forming the structural basis of the brand, one punctuated with imagery whilst the typography shapes the periphery. As a result, there is a palpable delicacy laced across the brand’s output, from its tactile, textural paper stocks, metallic foiled stationery and index-style fold-out poster to Manavi-Huber’s archival website design. Designed with equal attention to detail as the identity’s physical touchpoints, the website features an anatomic arrangement of images, each indexed to not only provide information but once again highlight the character of analogue negatives.
Epitomising Parterre’s exploration of form, structure and system, the studio turned to Dinamo’s Gaisyr as the hero typeface, utilising both its monospace and regular styles throughout – representing the technical mastery of Manavi-Huber, as well as the humanity at the heart of his work. “Gaisyr is an elegant typeface, but also at the same time very geometric,” Nowak concludes, “in combination with the Mono cut, it’s a good way to bring contrast and life to the brand.”