It’s all in the Concept

What is an idea without a concept? The story, where it comes from, what it hopes to achieve and where it’s heading? We have been developing drawings and material for new projects and communicating the narratives embedded within them.  The process gives your idea meaning and purpose, making it possible to evoke an emotive response and connect on a much deeper level with your viewer, beyond the initial appearance. Everything we create in our design studio has an original story ingrained within its visual, spine or typeface and we get a real thrill out of celebrating the way these stories are evolving throughout time.

by Radi Safi

Radi Safi is the Creative Director at IYBI. In 2012 he launched Happy, a music blog and media company.
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