Na Medida do Impossível – Ao Vivo no Inhotim : Hardy Design – Estúdio de Design e Branding

Na Medida do Impossível – Ao Vivo no Inhotim

Nominated for the 2017 Latin Grammy Awards (Best Recording Package category).

Packaging for artist Fernanda Takai’s DVD/album combo Na Medida do Impossível – Ao Vivo no Inhotim, recorded during the Contemporary Art Centre’s 10-year anniversary programming.

The premise of “Na Medida do Impossível – Ao Vivo no Inhotim’s packaging continues the visual narrative already established in the album “Na Medida do Impossível”. It presented the journey of a housewife beyond her home in the mountains, towards becoming a superhero.

In an analogy to the concert serving as the full experience of a story that starts with the album, the hero reaches the climax of her narrative here. Conquering a tropical setting, in contrast to the cold snowy environment from which she left, makes this the peak of her maturing arc.

Graphically, the new cover was approached as a movie poster, adapted from the first album’s graphic novel. Used as reference were film posters from Japan – given the singer’s ancestry – which make extensive use of collage, and play with scale and reality. The play with cinematic elements and japanese design also extends to the booklet, which allude to these films’ subtitles and closing credits.

Creative Directors: Mariana Hardy and André Coelho
Executive Director: Cynthia Massote
Project Management: Átilla Rocha
Design: Fernando Dias
Graphic Production: Mirelle Bairral