Allegro Art Prize 2021
2021
For Contemporary Lynx, we developed the visual communication for Allegro Prize 2021, an award supporting emerging artists in Poland. The project included a range of promotional materials across print and digital — from posters, leaflets and document templates to social media assets — as well as consultation on the visual direction of the project website. Our aim was to create a visual language that could bring together the strong identity of the sponsor with the distinctive documentation of the participating artists.
Contemporary Lynx
2021
Filip Tofil
Urszula Tofil
Dobromiła Błaszczyk
Sylwia Krasoń
The design process focused on finding a visual space between two very different identities: Allegro’s highly recognisable and expressive brand language and the diverse, often visually intense documentation of the artists’ work. Rather than introducing another dominant identity, we developed a flexible visual framework that could accommodate a wide range of imagery and content while maintaining a consistent character across the campaign. This approach was applied across print and digital formats, creating a coherent system that could shift between promotional communication, editorial content and more functional materials.
The main challenge was to create a visual framework in which the logo of Poland’s most recognisable e-commerce brand could recede into the background and allow the project to take on a more gallery-like character. The communication needed to retain a clear connection to Allegro as the sponsor, while avoiding the visual weight and commercial associations of its everyday branding. We addressed this by introducing a restrained, minimalist visual language that gave prominence to the artists and their work, using the sponsor’s identity as a contextual element rather than the main visual protagonist.
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