Hessia Film- & Media Academy

Project description:

The Game of Life

The hfma – Hessian Film & Media Academy  is a network of film and art colleges in Hesse, Germany. The affiliated univer­sities retain their independence in teaching and benefit from cooperating with each other.

With the hfma office, students, professors, and external industry partners have a moderator for further ideas beyond the boun­daries of their own institution, a catalyst that brings together inter­dis­ciplinary approaches, and a coordinator for over­ar­ching joint projects.

Thorough research on the topic of media laid the foundation. It was important to make the change in media tangible through elements such as typo­graphy (inspired by the type­let­ter) and graphics. The dissolving of the logo and its trans­for­ma­tion into the key visual shapes the design into a modern and clear language. It was inspired by John Horton Conway's "Game of Life" and developed into one of the first animated logos. The visual identity follows the basic under­standing of the institution: Go forward. Go better.

System as a playroom

The poster concept is based on using the logo not just as a tradi­tional identifier but as a central visual design element. Various logo versions are placed across the full surface of the poster in large format and reinter­pre­ted as key visuals.

The layout system opens up a wide range of creative possibi­lities. It is deliberately simple in structure, making it flexible and easy to apply intuitively. The typography aligns with the grid and follows a clear logic of pro­portion. Each poster can be indivi­dually adapted without losing its visual connection to the brand.