Kevin Nowak pairs play and precision in his premium identity system for the O.O.A.K.Masterclass

From renowned brand strategist Ulrike Hirtzberger comes ONE.OF.A.KIND (O.O.A.K.), an online strategic masterclass series with an accompanying printed journal. Working alongside Vienna-based graphic designer and art director Kevin Nowak, the brand’s identity conveys both the exclusivity and premium nature of the class itself and the character and personality behind the scenes. Nowak notably achieved this balance through a balance of playful shapes and graphic arrangements in tandem with striking typographic hierarchy and execution. All of which is set upon delicate still-life imagery that abstractly captures the initials of the class while highlighting the breadth of study available. This unconventional composition is mirrored in O.O.A.K.’s jumbled wordmark, which is constructed from Colophon Foundry’s Transcript – a condensed sans serif further utilised across the brand’s typography. “The subject Masterclass has an educational character,” Nowak tells us, “so a sans serif typeface with its own distinct character was chosen on purpose,” opting for a striking serif to juxtapose Transcript’s stoic forms. “To provide an attractive contrast and elegance, the typeface Reckless Neue was used for headlines and the body text,” Nowak adds, noting the additional benefits of Displaay’s premiere serif. “Reckless Neue includes numerous alternates,” he explains, “which support a memorable visual appearance.” Bringing the ephemeral imagery, vibrant typographic treatment and characterful compositions together is the muted colour palette implemented across the printed and digital spaces. A chromatic selection Nowak notes as harmonious with the brand’s tone of voice. “In general, the identity works with ivory and black in combination with playful images,” he recalls, “the aim was to develop a harmonious colour climate with a twist,” finding the hues of his accent colours from natural scenes photographed across the masterclass.