VISUAL STYLE

BRAND ESSENCE:
Fashion × Art × Quiet Luxury

CORE IDEA:
FACES should feel like a fashion house documenting culture.
Not a social platform, noir art community.

KEY WORDS:
Taste, restraint, authority. Quiet, intimate, editorial
Think: Sotheby’s × Vogue Art Section × Fashion House Archive.
Content feels like memories, documents, or archived moments.

INSTAGRAM GRID FEEL

• Reads as a fashion archive
• Functions like an art catalogue
• Editorial, institutional and restrained
• When scrolling fast: expensive and calm

WHAT FACES IS NOT

• Influencer content
• Lifestyle blogging
• Loud or playful
• Trend-driven
• Emotional storytelling

FONTS & SYMBOLS SECTION

TEXTURE & MATERIALITY

• Matte, tactile backgrounds (paper and linen)
• Visible grain and natural imperfections
• Blind embossing and paint
• Tone-on-tone only
• No gloss, no shine, no digital effects

IMAGE LANGUAGE

• Calm, quiet visuals
• Subjects feel observed, not posed
• Painterly, tactile textures
• Symbolic, never narrative
• Archival, not digital
• Feels like memory, not capture

CORE POSITIONING:

LIGHT & COLOR

• Soft, museum-like light
• Low contrast
• Warm neutral palette
• Muted, desaturated tones
• Color feels aged, never fresh
• Even black remains soft

COMPOSITION
Generous negative space
Balanced, quiet visual weight
Objects feel placed, not caught
Every image could exist as:

• a magazine page
• an exhibition catalogue
• a fashion house archive

FONTS
Primary type is the FACES logo serif — elongated and editorial.
Typography functions as a magazine title system rather than body text.

SYMBOLS
Symbols follow the 2026 Astrology theme as a visual code.
Astrological forms are rendered through blind embossing and low-relief of the paint, appearing through light and shadow.

ART & FASHION SECTION

CORE POSITIONING:

Archive · Documentary · Backstage
The power is in being allowed to witness.

Think:

• museum archive
• artist estate documentation
• private atelier records
• institutional memory

APPROACH

• Documentary only
• Backstage only
• Photographer remains invisible
• No staging, no repetition
• Observation over direction

PRINCIPLE

• Nothing is performed.
• Everything is realistic. Nothing is perfect.
• Everything is preserved.

ART
Candid content of making art.
Documenting artists in process — hands, materials, studios, unfinished work.
Creation observed as it happens, without staging or posing.

FASHION
Candid content of witness preparations.
Documenting fashion before presentation — fittings, adjustments, waiting, garments in transition.
Clothing observed in real time, no performance.

TONE KEYWORDS

• Quiet, not silent
• Confident, not loud
• Intimate, not emotional
• Selective, not exclusive
• Poetic, not abstract
• Refined, not polished

CORE VOICE PRINCIPLES

• Write less than necessary.
• Assume intelligence and sensitivity.
• Never rush the reader.
• Leave space for interpretation.
• If it sounds like marketing, remove it.
• If it explains too much, reduce it.

LANGUAGE RULES

• No exclamation marks.
• No hype or launch language.
• No justifications or persuasion.
• Short sentences. Clean pauses.
• Line breaks are used as silence.

Write as if documenting something meaningful —
not announcing it.

TONE OF VOICE

FACES 2026 speaks quietly, in stillness, always with intention.
Our voice is calm and assured, not explanational.
We are reveal and invite slowly, signaling belonging rather than seek attention.
FACES does not speak to everyone.
It speaks to those who are on board only.

WHAT FACES SOUNDS LIKE

• A private note
• A quiet invitation
• A statement spoken softly, but meant

PHRASE DIRECTION (for captions, invites, press)

• “This is not public.”
• “Some things are built in silence.”
• “If you are here, you already know why.”
• “Less visible. More intentional.”
• “We chose privacy.”
• “Not everything needs an audience.”
• “What matters happens behind the curtain.”
• “The archive is already forming.”
• “Women of FACES are quietly selected.”

Each year, FACES is guided by a single theme.
The theme is not just an aesthetics — it is a lens.
Artists are invited to see each woman through this lens,
using it to shape portraits and fashion pieces.

For 2026, theme is ASTROLOGY.
Not as belief or trend, but as a unique system of personal cycles and identity. The theme becomes a shared language, interpreted across every piece of content FACES produce. It also allows artists to explore charts and character: each woman is approached through her own cosmic structure, translated into art & fashion pieces.

The result is not illustrations - it is personal symbols.

FACES 2026 CORE SYMBOL — The Sun and the Moon.
The Sun stands for public presence.
The Moon stands for inner life.

WHY THE SUN & THE MOON

• They represent visibility/privacy.
• Also public presence/inner life.
• Show what is seen/and what is hidden.
• They express legacy over time/not momentary relevance
• They replace logos with ritual symbols
• They feel timeless, inevitable

VISUAL LANGUAGE
Rendered through blind embossing, low relief, paint on linen and paper texture. Forms appear through light, shadow, and heavy paint strokes. Often incomplete, partially hidden, always imperfect and naive.

2026 THEME

PILLARS

5 Core Pillars OF The FACES socials

PILLAR 1 - MEMBERSHIP / PATRONAGE
GOAL: to show the real value of membership through lived experience. Membership is presented as long-term commitment of a Member to one young artist.

Post & Reel Examples:

1. REEL — One Member · One Artist · One Year - A short documentary: we follow the journey from the first meeting to the creative process and final results. No interviews, no explanations — only observation.
2. CAROUSEL — Art Series - A visual overview of all works created by one artist during a FACES year. Shows what consistent support makes possible in Art Mentorship.
3. REEL — One Dress Journey - The process of creating one fashion piece through mentorship. From sketch to final look, showing how support becomes a tangible result in Fashion Mentorship.
4. POST — Meet a Member - Images and videos from the first meeting between a member and an artist. Small gestures and conversation — the human side of patronage.
5. REEL — Studio Access - One day inside the our studio. Hands, materials, pauses, disorder. Shows that membership provides space and particular creative development.

PILLAR 2 - THE CLOSED FRIENDS CIRCLE
GOAL: to communicate the structure, authority, and exclusivity of FACES. This pillar builds trust and creates a sense of a closed cultural circle. Slight call for a FOMO.

Post & Reel Examples:

1. POST / REEL — Meet the Board - Presented like a film academy or museum council. Shows who carries decision-making responsibility and power.
2. POST — What Is an Ambassador - Explains the role of an Ambassador. Focus on responsibility, not visibility.
3. REEL — Meet the Ambassador - A small interview focused on talk about a legacy. No career talk or promotion, but values.
4. REEL — Ambassador's Life - Documentary observation of an Ambassador in her natural surroundings. Work, movement, waiting, daily life, talks, laughs. Possibly family or team.
5. POST — FACES Brands - Introducing the brands that finances FACES. Focus on shared values and status, not logos.
6. POST / CAROUSEL — About FACES 2026 - Explains what the year is about, what matters, and what we look for. Creates clarity and fomo.

PILLAR 3 - ART
GOAL: to introduce our artists and show all kinds of art processes.
Art is the core of FACES.

Post & Reel Examples:

1. REEL — One Painting, One Artist - A time-lapse showing the creation of a single artwork. Showing real capabilities of artists.
2. REEL — Meet the Artist - A short documentary about one artist. Her environment, working rhythm, and personality. Reel has to be emotional and fun, and creative.
3. REEL — One Workshop - The full journey of one workshop — beginning, process, and final result. Shows the educational side of FACES.
4. CAROUSEL — Portrait Archive - Portraits from past FACES with close details. Explains how each artwork and collection was created.
5. POST / REEL — Giving Back - FACES artists leading workshops for younger children. Shows how knowledge is passed forward, closing the circle of legacy.

PILLAR 4 - FASHION
GOAL: to show fashion as a result of mentorship, not styling. Fashion exists only as an addition to art. Extension of creativity.

Post & Reel Examples:

1. CAROUSEL — The Designers - Introducing the selected designers of the year. Each designer become a mentor.
2. REEL — Designer × Artist Collab - Documentary observation of one-on-one fashion mentorship. Designer and artist working together toward one piece for the Gala.
3. REEL — One Fashion Piece - The creation of a single garment. Sketches, fittings, corrections, final form. Details and close-ups. Possibly - ASMR.
4. POST — Designer × Ambassador - One image announcing which designer dresses which Ambassador. Minimal text. High status. MET Gala Approach and presentation.
5. REEL — Group Fashion Workshops - Larger fashion workshops led by designers. Process, learning, and result.

PILLAR 4 - ASTROLOGY
GOAL: to introduce the theme of 2026 and explain the strategy: Astrology structures how art and fashion are interpreted this year.

Post & Reel Examples:

1. REEL — Introducing the Astrology Mentor - Presentation of Berit. Astrology positioned as a method, not mysticism.
2. REEL — Zodiac Series - One artist creating all zodiac signs. Time-lapse focused on process, mixing theme and skill.
3. CAROUSEL — Full Moon Invitation - Published on every full moon. A quiet invitation to join FACES, open for 24 hours only.
4. REEL — From Chart to Artwork - Shows the 2026 process: chart reading → insight shared with the artist → final artwork.

Textured
Diverse
Hand-painted

Full-body figures
Candid
Details

Portraits
Process
Having fun

Editorial
Flashlight
Close-ups

MOODBOARD for SOCIALS

Every detail in FACES 2026 is chosen with intention.
These symbols hold the story of the year, it's identity.

Suggested Symbols & Meaning:

• Sun & Moon:
The core symbol of FACES 2026.
Duality of the visible and the hidden.
The public and the personal.
Always used as a pair. Hand-painted.
(1, 2, 3)

• Zodiac Signs:
Primitive Illustrations. Zodiac signs are expressed through primitive art illustrations — raw, symbolic, and intuitive. Inspired by naïve forms and faux-fauvism. Hand-painted.
(4, 5, 6)

• Letter “F”:
The graphic signature of FACES.
Used as a solitary form — centered or placed in the upper corner.
Symbol of Faces, Foundation, Festival, Fashion, Feature. Hand-painted.
(7, 8, 9)

• Art Objects / Textures:
The emotional layer of the brand: soft, tactile, imperfect forms: muted, powdery colors, visible texture, volume through shadow.
Art as feeling, almost a memory, but quiet and warm.
(10, 11, 12)

1

2

3

6

5

4

7

8

9

OTHER SYMBOLS

12

11

10

This year, FACES expands into fashion through selected Austrian designers
who join the project in unexpected ways.

The first wave of invitations is on its way.

All of this is possible because of you.

Following the phenomenal results of FACES 2025,
we are able to welcome more mentors
and open our programs to even more girls.

This year, FACES expands into fashion through selected Austrian designers
who join the project in unexpected ways.

The first wave of invitations is on its way.

All of this is possible because of you.

Following the phenomenal results of FACES 2025,
we are able to welcome more mentors
and open our programs to even more girls.

~ One-slide posts are used only as markers and communicate announcements, necessary updates,
time-sensitive or urgent information
~ Most one-slide posts are temporary
and may be deleted once the moment has passed
~ They function as particular signals, never random images
~ Font: beige title, beige corporate font for text
~ Background: fixed texture with illustration, no photo
~ Examples of markers:
“Applications open for 24 hours”
“Applications closed”
“25 days until the event”
“Final call”

~ Real background photography is enhanced with contrast and a radial, distorted blur moving from the center to the edges
~ Darkened backgrounds allow typography to remain dominant

A sharp image with a flash on the background
Muted background
Pink contrast typography with dark brown frame

~ Each carousel includes at least one illustrated slide
~ All illustrations are created by hand, either on paper or digitally
~ Only naive illustration style is used to preserve the naive aesthetic of the project

~ All images are captured using flash with contrast
~ The dominant tones are powder pink, cool grey, and a range of brown shades

~ A minimal image represents privacy and discretion
~ The message invites without any explanation,
establishing the vibe of a closed club,
accessible only by invitation

~ A short reminder of how and why FACES uses astrology considering people who doesn’t know the theme yet

~ Astro-Events shown in regular series of carousels
~ A hand-drawn FACES logo x TUA logo (paper or tablet)
~ Includes additional drawing based on Astro-Event

~ One clear interview-style question requests explanation of Astro-Event
~ Mention of TUA as an Astrology Mentor who will answer as an expert

~ This slide is an explanation of Astro-Event by TUA
~ Answer gives orientation in Astro-Event

~ FACES simple updates without taking a focus

~ Fixed image with both logos symbolizes series
~ Slide closes the cycle visually (en emotionally)

~ A soft invitation into the inner circle
(to apply or to subscribe newsletter)
~ Limited time

~ Answer benefits reader (not FACES nor TUA)
~ Answer explains how Astro-Event may feel in everyday life and influence it
~ Answer makes Astro-Event relatable
~ Only TUA knows the answer, so she share it with audience as it is almost a secret knowledge nowhere else to be found

This year, FACES expands into fashion through selected Austrian designers
who join the project in unexpected ways.

The first wave of invitations is on its way.

All of this is possible because of you.

Following the phenomenal results of FACES 2025,
we are able to welcome more mentors
and open our programs to even more girls.

Coming soon