Anni Hall is a Sydney-based writer, editor, hair and makeup artist, and former online beauty and bridal editor for Vogue Australia. Her visual identity, created by German design studio Dittmar, unites fine organic detail, bold form and the tactile, craft qualities of a weighty substrate and deboss print finish, to create an unusual and distinctive union of natural beauty and typographical efficiency.

“I wanted the viewer to interact with the brand through the eyes of Anni herself, so we mapped out three spots in Sydney that have had a profound impact on her practice; Centennial Park, Gordons Bay, and the Art Gallery of New South Wales. Through the use of cropped photography and emotional colour response to take us to a particular location, the idea of scent expanded upon the concept further. By incorporating flowers from each location into the brand, and using their scent on the printed stationery we can allude to the spaces in a two pronged approach; visual and olfactory. This also aligns strongly with the beauty industry that Anni is an integral part of.” – Dittmar

The identity solution competently leverages the perceived professional authority and everyday practicality of heavy, uppercase and well-spaced sans-serif characters with a contemporary single line weight and near neutrality, and the slightly more personal but straightforward stacked composition of a monogram set within a circle. Well shot photography introduces a neat layer of fine, organic detail and horizontal contrast. Juxtaposing the colours and textures of various inspirational environments important to Anni, and enhancing these with solid lighting and eye for space and arrangement. These references are subtly infused into a business card solution that brings together the tactile restraint of a blind deboss across a white, uncoated substrate and the indulgence of a bright, flora-inspired and contrasting edge-painted detail.