Federal is a Swiss studio, based in Geneva and Zürich, which specializes in photography. Its new brand identity reflects the studio’s artistic approach, one that melds contemporary art and the corporate world, deconstructs codes, orchestrates chaos, dabbles with paradoxes, and playfully arouses viewers’ senses.
In shaping Federal’s identity, we found inspiration in Helvetic culture and its many contradictions, like the tendency to seldom agree with one another yet always decide together; to abide by the rules yet shake them up when necessary; and, to be understated yet unabashedly quirky. These paradoxes infuse Federal’s vision in photographing art for business, and lead its work to reveal elegance in chaos, bring order to disorder, and deconstruct clichés by playing with established codes.
With its new identity, Federal has become a gateway to surprising experiences and unexpected face-offs. On its website, images are superimposed to create unsettling contrasts, and the tone of voice shows us how new meaning can arise from the joint use of totally opposite words: Iconic & Iconoclastic, Beautiful & Ugly, Chaotic & Orderly… a universe of harmonious dissonance created by Régis Golay.
