Saba Saremi — Photography

The K in K-WAY is a letter you both see and hear.

A standing model beside a performer in a handstand, beneath the WAY logotype

Two performers in a shared headstand with legs raised

Four performers supporting a headstand together

What if people became the logo?
A black-and-white series where the human body forms the K of K-WAY

Gloved hands forming a K across a model's face

Model raising both arms in knitted K-WAY gloves to form a K

Model in a K-WAY beanie forming a K with her hands in the woods

Two models in the woods forming the K with their arms beneath the WAY logotype

Brand: K-WAY (BasicNet Group)
Developed with: BasicNet at Basic Village, Turin
In collaboration with: IAAD — Istituto d'Arte Applicata e Design, Turin
Role: Concept, art direction, photography, post-production
Year: 2018

The K in K-WAY is a letter you both see and hear. Working from a brief developed between IAAD Turin and BasicNet at Basic Village, I took that letter out of the logo and handed it to the human body. Through hands, arms, and whole figures, each model becomes the K, and the frame keeps only ·WAY, so the viewer completes the brand name on their own. Shot in black and white with a young, diverse cast, Generation shows how one letter can move in many different ways.