The main idea behind an exhibition is the idea. Making people see something in a different light.
In relation to the brief, our thoughts were that Fedrigoni needs to be seen in a different light by designers / / target audience. An exhibition that showcases the possibilities of coloured ink on coloured stock would refresh the brand, giving them an edge. It would also give the viewers an insight into how far they can take their designs, the possibilities using Fedrigoni holds.
For a long time we were trying to come up with a name that reflected the concept behind the exhibition- things that relate to the relationship between ink & stock along with colour. This proved very difficult and seemed to steer too far away from Fedrigoni as a band and the 'imaginative colours tool' they were trying to promote. We cane up with the name 'Imaginative Colour' (or, perhaps, Fedrigoni did). By taking off the 's' it becomes more of a name of this idea we are trying to communicate rather than an object that can be replicated.
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