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06.06.13

Peter Schafrick identity

Identity, Business

It’s not unusual to find photographer Peter Schafrick ankle deep in paint, oil or spirits. With a penchant for planned spontaneity, he’s a product specialist who shoots liquids splashed and poured in air. On the digital cinema side, his dazzling splashes and pours are filmed in ultra slow motion.

Peter hired The White Room requesting a unique, memorable brand identity targeting his niche market—advertising agencies. “We knew that something edgy and groundbreaking was in order, since Peter has a reputation for taking risks,” said creative co-director Karolina Loboda. “Our strategy was to create a custom light box, which took three weeks to produce, with seven interchanging faces allowing for diversity and flexibility in application. This allowed us to switch faces on-set while capturing his various specialties inside the face itself. We art-directed the shoot, while Peter himself shot the P and his retoucher touched it up. The identity echoes the three-dimensional effect of his still life work, which remains his primary genre. The letter P stands for Photography as well as Peter. Just as his work looks, but isn’t, CGI-generated, we want this identity to keep people guessing about its own status—real or unreal?”

Karolina Loboda, designer; Karolina Loboda/Neil Rodman, creative directors; The White Room (Toronto Canada), design firm; Wilcox Sign Company, fabricator; Peter Schafrick, photographer; Stephen MacLeod, retoucher Peter Schafrick, client:

thewhiteroom.capeterschafrick.com