An Audio - Visual Experience
MORPH
Morph is a bi-annual audio-visual experience in Pakistan that takes place in Karachi and Lahore. The event brings together people from different cities and forms an identity curated by trending up-and-coming music, shows, and storytelling.
The idea of Morph came together to cater to the Pakistani youth to embrace their true identities which might be difficult to do in their daily lives, and so offers them a safe space to explore their selves through the power of music and visuals.
FIND YOURSELF
LOGO
CONCEPTUALISATION
The Morph logo is divided into two parts, text and icon. Both logos are colourful, and bold and stand out from the usual advertisements one sees around the country. There are four Colours taken from the Pantone pallet and they highlight the dominant energy one will feel.
The logo in itself has taken inspiration from a circle and a simple children's toy, a slinky. Both the subjects have been carefully immersed into one, showing an ongoing journey of own's self but if looked closely, even an inch of it is rimmed and complicated.
Vibrant
〰️
Transcending
〰️
Youthful
〰️
Vibrant 〰️ Transcending 〰️ Youthful 〰️
MORPH
WHAT IS THE
EXPERIENCE
INTEGRATION OF MUSIC AND THE SELF
MORPH is a space space to explore your shadow self. The experience aims to help individuals dive deep within themselves, behaving and acting in a way they seem comfortable, without the prying eyes of the desi culture.
RESEARCH &
CASE STUDY
Exploring Identity Formation in Urban Pakistan
A study by *Ammara Maqsood*, titled **"Being Modern in the Middle East: Muslim Youth and the Formation of Identity in Urban Pakistan,"** dives deep into the experiences of Pakistani youth as they navigate the complex terrain between traditional cultural norms and the modern globalized world. The research sheds light on how young Pakistanis are shaping their identities amidst the tension between conservative societal expectations and the allure of global culture.
Balancing Muslim Identity and Modernity
In the study **"Negotiating Identity in the Muslim World: The Experiences of Pakistani Youth,"** *Nasir Iqbal and Muhamad Aslam Malik* explore the challenges faced by Pakistani youth in balancing their Muslim identity with the pressures of Western ideals and modernity. This research offers valuable insights into the inner struggles of young Pakistanis as they work to maintain a connection to their religious and cultural heritage while adapting to the demands of contemporary society.
MORPH’s colours are vibrant, inviting and exciting. Keeping in mind the concept of the logo, the colours need to complement the brand, hence four shades were chosen, two of which are blues. The three primary colours are Iced Cyan, Pop Pink and Young Yelo, with the secondary colour of Twi Night, black and white. While the primary colours are colourful, the secondary ones are solemn, subtle and calming, carefully incorporating the dichotomy of the inner and outer self.
COLOURS &
TYPOGRAPHY
Iced Cyan
Pop Pink
#12fafc
#f454be
Twi Night
#06293c
Young Yelo
#fce312
