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NEDADON
INSIGHT /
Marginalized communities often navigate their identities without access to guidance or representation that reflects their lived experiences. In this absence, they turn to pop culture figures as emotional anchors.
RESULT /
NEDADON is a cultural platform that responds to the need for connection in an exclusionary media landscape. Through its dual identity, NED and NOD, the brand approaches inclusivity not by targeting specific groups, but by translating the identity strategies these communities have long performed. It reimagines branding as a pluriversal methodology, positioning it as a participatory and inclusive cultural practice.
BRAND STRATEGY & IDENTITY
PROMOTIONAL POSTERS
NED honours mainstream music influenced by marginalized subcultures as spaces or identity formation. By embracing all subcultures, it acknowledges the intersectional identities that marginalized communities often carry.
NED’s visual identity evokes the sacredness it embodies as an honoring body. It contrasts Western and global indigenous aesthetics of the sacred to create a shared visual language. This fusion forms a utopian identity where self-expression is embraced.
FLAGS FOR MUSIC FESTIVALS
NOD follows NED, inviting audiences to explore the subcultures celebrated by the honored albums through branded ephemera whose symbols are influenced by their aesthetics. It enables audiences to make sense of their identities in their own terms as they encounter these scattered symbols.
BRANDED EPHEMERA
PROMOTIONAL POSTERS
NOD’s visual identity draws from pop culture, particularly the mainstream music that marginalized communities use as emotional anchor. It visually mirrors this process by reworking the symbols found in these cultural spaces, echoing how these communities reshape pop culture for their needs.
NEDADON SYMBOLS
NEDADON LOGOS
NEDADON’s symbols are designed to hold two opposing meanings. Their lambda-shaped structure evokes balance between these contradictions, mirroring NEDADON itself .
The logo, built from three interchangeable symbols, forms a triangle that resists a fixed form. As audiences encounter new symbols across NOS’s ephemera, they become co-creators of the logo. In this way, the logo remains dynamic, shifting to express the fluidity of the brand and its community.
