INFO

Pasha de Cartier


ART DIRECTOR: Nod Young
DESIGNER: Nod Young
3D & MOTION GRAPHIC: Sun Yanjie
YEAR: 2020
CLIENT: Cartier
The cooperation with Pasha de Cartier is, to me, a discussion on what is the "exquisite life" for young people. Looking for beautiful things hidden in "daily life" has always been one of my interests in life, and it is also a problem that I keep thinking about in the design process. The abacus in the textbook, the inflatable hammer at the party, the yellow duck in the bathtub... All these common things, which haunt the happy fragments of daily life, not only have simple essence, but also are rich in unique aesthetic feeling, which give us an interesting implication.

As the world's most famous watch and jewelry manufacturer, Cartier has always been a model of exquisite aesthetics. Adding everyday things into the design project in this cooperation with Pasha de
Cartier, I have tried to use graphic design to make simple and ordinary things show the subtleness, and present the beauty of order and interest.

The final appearance of the design is presented in the form of badges. The badge bears a mission and is more like a symbol of honor. It is a reward that encourages us to move forward in the growth process. 2020 is a very special year. Everyone has encountered and passed through a difficult and lonely period. I hope these 12 badges, which represent simplicity and daily life, will bring happiness and faith to everyone to find and stick to their own ways of growth.

MAKE YOUR OWN PATH!
与 Pasha de Cartier 的合作,对我而言,是一场关于什么才是属于年轻人的“精致生活”的讨论。去寻找藏匿于“日常”中的美好事物,一直以来都是我的生活兴趣之一,也是我在设计过程中不断思考的问题。教科书中的算盘、派对现场的充气锤、放入浴缸的小黄鸭……这些出没于日常生活欢乐片段的普通事物,既具有质朴的本质,又富含独特的美感,更不乏趣味的寓意。


作为全球最知名的钟表及珠宝制造商,卡地亚一直都是精致美学的典范。我将日常事物代入到这次与Pasha de Cartier 的合作中,试图通过平面设计的手段,让质朴平常的事物显露精细的一面,呈现兼具秩序与趣味的美感。

设计的最终样貌是以徽章的形式呈现的。徽章,肩负着一种使命,更是荣誉的象征,它是成长过程中鼓舞我们不断前行的奖励。2020年,是很特殊的一年,所有人都遭遇并度过了一段艰难孤独的时期,希望这12枚代表着朴素与日常的徽章,带给大家愉快和信念,找到并坚持属于自己的途径。

MAKE YOUR OWN PATH!











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