Field of Grey — SFZero

Field of Grey is the design studio directed by Israel Kandarian that is concerned with the “grey” area between the visual disciplines of art, architecture, and design. For the first publication Israel and Beverly Liang matched creatives to design advertisements for each other. We were matched with a group called SF’ZERO whose brief was simple — design an ad for their collaborative production game. We came up with a tagline, photographic style, basic logo-mark and typography that emphasized the idea of place in an urban environment. Shown here are photography studies we did before coming up with the final image.