Fertile Grounds - Transformation Design

GEORG JÆNCHEN

GEORG J * PURPOSE STRATEGIST

GEORG JÆNCHEN * PURPOSE STRATEGIST

[ABSTRACT]

Berlin-based artist Layla Nabi works with everyday objects and fragmented forms, exploring spatial tension, friction, and absence.

The assignment: to shape a visual space that supports artistic integrity and authenticity—allowing the work to resonate on its own terms. The identity was implemented across core formats—digital, print, and administrative—ensuring consistency in both public presence and practical workflows.

[DETAILS]

Brand Strategy
Digital Design

2024

[DETAILS]

Brand Strategy
Digital Design

2024

LAYLA NABI
LAYLA NABI
LAYLA NABI
LAYLA NABI

[APPROACH 1.4]

The design intentionally resists typical markers of “branding.” Instead of constructing a visual persona, it opens space—through typographic rhythm, architectural spacing, and silence.

The typography acts less as a signature, more as scaffolding: it holds the content, but does not voice over it. Layout and interface were reduced to essentials. Navigation is quiet, legible, and designed to disappear.

Across desktop and mobile, the system performs restraint—while maintaining clarity and edge. It reflects not the noise of the art world, but the clarity of an artist in her own tempo.

The design intentionally resists typical markers of “branding.” Instead of constructing a visual persona, it opens space—through typographic rhythm, architectural spacing, and silence.

Across desktop and mobile, the system performs restraint—while maintaining clarity and edge. It reflects not the noise of the art world, but the clarity of an artist in her own tempo.

[TYPOGRAPHY 2.4]

The typographic system is built around Barlow Regular, a geometric sans-serif that supports clarity, rhythm, and structural balance across media.

Its proportions lend the identity a composed, contemporary character that aligns with the artist’s spatial sensibility.

The logomark (LN) follows this approach: concise, bracketed, and precise—serving as a visual anchor within both digital and physical applications.

The typographic system is built around Barlow Regular, a geometric sans-serif that supports clarity, rhythm, and structural balance across media.

The logomark (LN) follows this approach: concise, bracketed, and precise—serving as a visual anchor within both digital and physical applications.

[BUSINESS CARD 3.4]

The business card applies the identity principles in printed form.

Typeface, spacing, and alignment are used to create presence without ornament.

The layout invites close attention through scale, contrast, and tactility—mirroring the sculptural quality of the artist’s practice.

The business card applies the identity principles in printed form.

Typeface, spacing, and alignment are used to create presence without ornament.

[BACKOFFICE 4.4]

As core documents that are regularly shared, the CV and invoice were designed to reflect the visual identity with clarity and consistency.

This allows the artist to maintain a cohesive presence across professional touchpoints—ensuring that even routine communications align with the tone and structure of the overall identity.

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[CONTACT 0.0]

GEORG JÆNCHEN
BERLIN BASED DESIGN FUTURIST AND STRATEGIC CREATIVE
GEORG JÆNCHEN
BERLIN BASED DESIGN FUTURIST AND STRATEGIC CREATIVE

[REACH OUT]

I work with teams and organisations on projects that benefit from strategic clarity, design depth and a forward-looking perspective. If you're building something that needs clear positioning, creative structure or future-oriented edge — reach out to me.

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+49 157 30751618

hello@georgjaenchen.de

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