Alexandra Hehlen
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Cartier

Branding, Film

Test

 An experiential installation delving into Cartier's history through the lens of "status."

An experiential installation delving into Cartier's history through the lens of "status."

 I designed the branding guidelines for the installation, creating a black primary logo and two sub-variations in white and gold.

I designed the branding guidelines for the installation, creating a black primary logo and two sub-variations in white and gold.

 The logo and application are based on the premise that status is both ever-changing and timeless. Kings of the 17th century desired followers to establish their reputations – so do modern-day Instagrammers.

The logo and application are based on the premise that status is both ever-changing and timeless. Kings of the 17th century desired followers to establish their reputations – so do modern-day Instagrammers.

 In situ, the logos and premise give classic Cartier imagery a provocative edge. Bold lettering turns photographs into conversations, thrusting status – and its many faces – to the fore.

In situ, the logos and premise give classic Cartier imagery a provocative edge. Bold lettering turns photographs into conversations, thrusting status – and its many faces – to the fore.

 As part of the installation's theater room, my team gathered Cartier ads and footage, which I compiled into a short film that follows "status" through the history of Cartier's advertisements.

As part of the installation's theater room, my team gathered Cartier ads and footage, which I compiled into a short film that follows "status" through the history of Cartier's advertisements.