Modern Practice writes: ‘This Is’, is the brand we created for Nicolas Roberti, an art director working for a wide range of clients. In order to be able to speak through different voices, we created a flexible identity based on typography and language with a strong sense of unity within the visual style.
Every message or sentence begins with the brands’ name, which acts as the core element of the identity. In order to add an aspect of surprise to the typographic system, the message is hidden behind three rectangular shapes, which lengths vary according to the sentence. When applied on printed matter, these rectangles can be scratched away, allowing the viewer to discover the whole message.’