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Sarah Choo Jing (2016)

Brand Identity

Having pioneered and dominated the medium of panoramic video compositions, we designed her personal name cards to accommodate her works, spliced for individual cards.

Sarah Choo is a highly decorated and talented artist, photographer and videographer whose works often depict isolation and social alienation. Having pioneered and dominated the medium of panoramic video compositions, we designed her personal name cards to accommodate her works, spliced for individual cards. Their multiple points of focus allowed us to comfortably crop and recompose them in segments. This concept and template allows the name cards to take on different artworks, such as “Waiting for the Elevator” (2014) panorama film in the first print, and the “Nowhere Near” (2015) set as seen above. “Nowhere Near” is a composition of places in Paris, London and New York, effectively depicting a vague somewhere that is everywhere yet nowhere.