Project Alpaca

Project Alpaca had an existing logo that was handrawn and full of character but lacked a bit of the formality and structure the organization found itself graduating into as it matured past its initial founding years.

A new logo and base identity system was needed that presented a more professional outward appearance while maintaining the organizations original playfulness and brand tone.

Custom alpacas were created to represent the diversity of the organization. Project Alpaca mentors are referred to as “Alpacas” and mentees as “Alpacees”, respectively.

While the outfits and hairstyles are interchangeable, the eyeglasses remain constant throughout the system to tie the brand together and reinforce the educational mission of the organization.

The original brand colors were (mostly) kept on, dusted off, refined, renamed thematically, and reimagined into a complimentary system based on color theory with additional scales, highlights, and lowlights.

A brief but deliberate brand guide was established to outline the new colors, typography, logos, alpacas, illustrations, and how everything should/could play together.

Example applications were spun up to provide real world context and to inspire the brand caretakers to take over and have fun with it.