Ma Future — Identity
Jacques Derrida and Deconstructivism
Deconstructivism is a postmodern movement in art, architecture, and fashion of the 1980s–1990s, characterized by a rejection of traditional harmony, symmetry, and unity, producing a sense of fragmentation, imbalance, incompleteness, and formal conflict, rooted in Jacques Derrida’s philosophy of deconstruction.
What Does Deconstructivism Have to Do with It?
Deconstructivism manifests in architecture through “broken,” fragmented, and chaotic building forms, and in fashion through deliberately “unfinished” garments.
The current visual identity embraces this sense of incompleteness, formal conflict, and visual provocation.
At the same time, deconstructivism is also about dismantling and analyzing meanings — an approach that closely resonates with the Ma Future brand.
Illustration Style
The illustration style used to showcase client experience follows the language of graphic novels.
Why This Works
This approach avoids the “uncanny valley” effect, as it does not compete with photography in realism.
The full version of the project is available on the official website.
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