MIT Water Club's 'Water Night' is an inclusive, community-focused event series held throughout the year. Their goal of hosting an informative and empowering event series needed an accessible,
friendly brand identity while still differentiating them
The identity aims to capture the movement and energy
of water through a series of analog + digital processes.
As Water Night's event series migrated to a digital format, brand exposure while viewers wait for the event to start needed to be considered when creating the
As a result, the kinetic identity was created as a 10 minute 'ambient' video loop which plays before the video event starts.
Select experimental stills and animation from the creation process. Various methods from leaving printed type lockups in water over 48 hours, simulating water caustics and displacement were some of the methods used in attempt to capture the movement of water.