The brief was to create a bilingual identity for the British Council fashion film exhibition. The main idea expresses the dynamics and magic of cinematography with the help of images only. Inspired by the optical effect, known as motograph, and experimental photoworks by a famous fashion photographer Erwin Blumenfeld, students created a font and designed a system that reflects the nature of the exhibition and highlights the role of Great Britain in the development of fashion films.

Roma Lazarev is a multidisciplinary Moscow-based creative, grounded in Editorial & Graphic Design. He has wide experience in designing periodicals and corporate annual reports and is passionate about creating identity systems.

The British Council is a British organisation specialising in international educational and cultural opportunities. It is registered as a charity both in England and Wales and Scotland. Founded in 1934 as the British Committee for Relations with Other Countries, and granted a royal charter by King George VI in 1940, the British Council was inspired by Sir Reginald Leeper's recognition of the importance of "cultural propaganda" in promoting British interests.