Crossover

Brand Identity Design
Brand Strategy
Print Design

Crossover is a visual identity project created for the Royal Conservatoire of Scotland’s Innovation Studio's latest initiative, celebrating interdisciplinary performance and creative exchange. The programme explores what happens when artistic practices intersect — where music meets movement, where theatre meets design, and where experimentation creates new forms.

Objective

Strategy

The aim was to create a bold and expressive visual language that communicates movement, collaboration, and human interaction. The identity needed to reflect the dynamic relationship between performers, artists, and technologists while maintaining a strong and visually striking presence across promotional materials.

The visual strategy centred on emotional fusion through movement, translating the energy of interdisciplinary collaboration into a layered and tactile composition. Photography, paint, and collage were combined to create a sense of interaction and transformation. By juxtaposing monochrome hands with vivid paint strokes and cut-out performers, the design visually represents moments of connection, manipulation, and creative exchange.

Core Brand Values

Tactile

Expressive

Logotype

Multidisciplinary

Human

Bold

Cinematic

The Crossover logotype explores elegant contrast, balancing structured letterforms with moments of organic variation. The interplay between these elements mirrors the project’s core idea—disciplined artistic practice meeting spontaneous creative growth. The Innovation studio wanted a logo that was serif in nature and not too experimental from their usual typography and hence, a subtle approach was taken to create the logotype.

Moodboard

Logo
Explorations

Medium

Acrylic paint experiments were used to explore movement, texture, and unpredictability. These organic forms introduce a tactile quality to the visual identity, echoing the creative energy that emerges when artistic disciplines collide.

The final identity captures the spirit of Crossovers by balancing structure with experimentation. Through expressive materials, bold typography, and a system built around movement and intersection, the design reflects the dynamic exchange that happens when creative disciplines meet..

Photos from event by Brahma Vaidya