Background Imagery
Sculptural forms shot in high-gloss black, folding into the angle of the AVA mark with a ball held in the negative space. The lighting does the work here — highlights trace the edges of the shape while the rest falls away into near-black, so the image reads as depth rather than detail.
This is a background layer, not a standalone image. It is designed to sit full-bleed behind the green overlay, which pulls the black toward the brand palette and drops the contrast far enough for type to sit on top. Used raw, without the overlay, it is too high-contrast and will fight anything placed over it.
Give the apex of the form room to breathe. Crop so headlines clear the point where the ribbons converge, and let the darker lower half carry body copy or navigation.
Sculptural form / Full-bleed
Green Overlay
This texture and treatment can be used as a background to create depth and personality to a page or piece of collateral.
Lay it full-bleed over background imagery, or use it on its own behind hero sections, section breaks and covers. Scale it so the wave sweeps across the composition rather than sitting centered in it, and let the gradient run off at least two edges — it should feel like a crop of something larger, never a contained shape.
Keep type on the darker side of the sweep and let the brighter band fall into open space. Crop rather than stretch, so the grain stays at its native scale; distorting it flattens the texture and makes the noise read as compression artifacts.
Wave / Gradient
Halftones
Halftoning can be used to create an extra layer of graphical detail. This can be used over the texture or on top of elements such as photography etc. Ideally these should be kept to the primary color palette.
It works hardest at the edges of a composition — anchoring a corner, running along a boundary, or fading across a panel — where it adds a printed quality without introducing another color. Let the dots dissolve rather than stop; a hard edge on a halftone reads as a mistake.
Keep it clear of body copy, and step the density down before it crosses anything that has to stay legible. Over photography, drop the opacity far enough that the pattern reads as texture rather than a screen laid on top.
Halftone dot pattern