Website. Images; Stock Photography
This is a fine arts brand.
First conceptualized during the autumn of 2017, Nerida (stylized with a lowercase n) is a gallery and journal of fine photography. Nerida’s singular focus is meant to revitalize a craft too often regarded as a tool for marketing or social media—a great disservice to its artistic potential. Based in Redwood City, California, it stands alongside Juxtapoz and High Fructose as a challenger to the East Coast’s dominance of the art world, presenting up-and-coming as well as established photographers with a beautiful platform for their work.
Banner Animation. Images; Stock Photography
Where did it begin?
Nerida saw continuous iteration throughout 2017 and into 2018, and is inspired by the geometry of the camera: the circle (lens) and rectangle (viewfinder). These shapes are present all throughout Nerida’s identity system, manifesting as zones into which photographs or typography are placed. These geometric forms frequently bleed off the page, providing a certain dynamism to the design. Asymmetry of both visual and type elements is encouraged; as in photography, it is rare that a perfectly-centered image maintains the viewer’s interest. Photographs are afforded generous real estate, yet are not meant to overwhelm—rather, to entice the visitor for a closer inspection of Nerida’s platform.
Promotional Brochure. Images; Stock Photography
How was it designed?
Three colors were selected to represent the brand: Black, white, and a blend of scarlet. Together, these colors form a classic palette, conveying an elegance that is strongly reminiscent of high fashion and art. However, Nerida’s asymmetrical layout and bold scarlet highlights suggest a brand in motion, even while it remains grounded in the upper echelons of the art world. This sensation is further reinforced through the careful selection of typefaces: “Nerida” is stylized in Ebony, an assertive sans serif designed by José Scaglione and Veronika Burian of TypeTogether; meanwhile, body text is set in Adobe Caslon Pro, with headlines set in Gill Sans. These typefaces feature organic, humanist curves, contributing to Nerida’s genial appearance for the larger public while relinquishing none of its genteel flair.
