Süperfad Creative Director Nando Costa spoke at this year’s Sudala conference (http://www.sudala.cl/site2010) in Chile, an event dedicated to design and culture that attracts presenters from around the world.

For his presentation, Nando screened an animated typographic experiment where he designed the name of the event without any sketches or planning of any kind. The process, drawn with Adobe Illustrator, took about one hour and was recorded on his computer screen during the process.

To keep in the spirit of an ephemeral event like Sudala, Nando felt that it made sense to keep the process immediate and within a limited timeline rather than something protracted and planned. The crowd really loved watching the process unfold and it inspired him to consider it as the first of a series. Stay tuned for future postings…

“New + Now” is a totally-of-the-moment project in the best sense: a design-driven promotional package for commercial advertisers looking to reach prime audiences in a cluttered landscape. Nickelodeon approached us with the creative challenge of designing a flexible, creative interface within which product would be presented. Part futuristic, part organic, the final framework was to be an organism that was constantly in flux. The Süperfad team took this direction and crafted a “living sculpture” logo that is both functional and fantastic, with elements of wood, glass, grass and stylized type that is ever evolving and provides adaptable platforms for product integration. We truly loved this project and the creative freedom provided by the client and client partners. New + Now is a hybrid advertising campaign that feels like a show open and commercial all in one. Very “of the now”.