The Bentway

Feb 2024

The Bentway's brand identity, developed by SUPERFANTASTIC, centers on a high-contrast visual system designed to activate urban public space. The identity relies on a bold typographic hierarchy, utilizing clean sans-serif letterforms and a vibrant yellow and black palette to frame the initiative's role in city programming. Through motion graphics and minimalist layouts, the system bridges the industrial scale of the highway overpass environment with accessible, community-focused communication. Applications of the identity extend across environmental signage, textile merchandise, and editorial publications. The execution features a synthesis of structural photography and geometric design, leveraging typography as a tool for wayfinding and civic engagement. By prioritising clarity and scale, the work maintains a cohesive aesthetic across diverse media, from static outdoor banners to dynamic screen-based transitions.

Clean, Commercial, Horizontal

Typography

Advertising Campaign