Collectorbase
Branding, Logo
A unique mark, logo system, and initial brand identity was developed for an enterprise level art database startup.
Tag: Branding
Hayama Artist Residency
Branding, Logo
A modular logo was developed for an artist residency based out of Hayama, Japan. The concept was loosely pulled from the illustrative, eccentric, and delightful manhole covers found throughout the seaside town as well as from the rounded typography used on the iconic local post office facade.
Department of Information
Conception, Branding/ID, Production/Development
Part conceptual art project, part new media organization, the Department of Information was inspired by the Environmental Protection Agency, the International Typographic Style, the Public Broadcasting System, and the multitude of bureaucratic, disfunctional, government-parallel institutions we’ve worked for in the past.
The Concept
The idea for a place to review art and design publications—mainly weird books and zines—was the starting point. With a shared interest and fascination with modernism, minimalism, and non-corporate entities; a concept for an authoritative, ambiguously-governmental brand was conceived.
From this the Department of Information (essentially an art blog) was born. It would need an engaging and comprehensive brand story and world-building schema to calcify it as a believable, respectible, and often comedically-bureaucratic, Kafkaesque entity.
The Brand
Ultimately, the Department brand is a medium for experimenting with new media, art, and design. The style, or modality, is defined through the well-worn lenses of modernism, minimalism, government-space, and bureaucracy.
Direct influences included the United Nations, the Environmental Protection Agency, governments in general, the International Typographic Style, the Public Broadcasting System, the 1960’s/70’s/80’s, and visual culture at large.
A comprehensive brand guide was developed and printed as an A4 newsprint saddle-stitched pamphlet. However, the entire brand is a living, ever-evolving and expanding world-building exercise.
A Digital Front
A brand-appropriate website (think a cross between the New York Times and an obscure blackbox government department website) was built to house articles on art books, zines, and interesting content at the intersection of public services, science, governance and visual culture. Accompanying digital applications and strategies would include social media, email newsletters, video, and audio content.
An Expansive Brand
The brand’s physical presence was intended to be just as important as it’s virtual presence. An information awareness campaign poster series was printed on newsprint and given out promotionally during the brand’s first year.
Other physical applications include and have included multiple vinyl album releases, mailable postcards, screen printed shirts and posters, a robust stationery suite, stamps, and a variety of other strange limited run editions.
Green Star Schools
Branding, Logo
Green Star Schools is a zero-waste, recycling, and environmental education program by the Colorado-based non-profit Eco-Cycle. A new logo and identity system was developed to help distinguish the program from it’s parent brand while linking the two together for improved public awareness.
The Logo
There was a real concern that the highly visible program Green Star Schools was not being linked to or associated with it’s parent brand, Eco-Cycle—successful and well known in it’s own right since the 1970s when it was founded. The k-12 zero-waste school program also lacked a cohesive visual identity even though it has enjoyed operational success and familiarity for 15+ years as the first comprehensive zero-waste schools program in the U.S.
The end result was a new family of logos that combined the parent logo—a requirement—with a unique, k-12-vibe-friendly, and thematically appropriate mark.
Symbiotic Color Theming
The color palette was borrowed from the existing parent brand which already had six accent colors, in addition to five primaries. The accent green was the perfect choice for the brand which opened up avenues for other sub-branding opportunities amongst the remaining accent colors. Additionally, the use of a brand blue, green, and brown were mobilized for waste-stream-specific theming (paper/cardboard, rigid plastics, and compost respectively).
A New but Familiar Identity
A basic but intentional brand guide was created to outline the new logo family, typography, colorways, illustrations, icons, and layout/asset suggestions.
The strange but lovable star character that has been featured on Green Star Schools assets for years was re-drawn and vectorized. Some new Star Buddy friends were also introduced to expand the illustration family and add some variety to the character toolkit.
All Together
Example applications were provided to mix up all of the new elements together in potential real world creations and scenarios.
Project Alpaca
Branding, Logo
Project Alpaca is a New York City based non-profit that provides students with developmental workshops and dedicated mentors who guide them through their first milestones in establishing their career. A new logo and identity system was developed based on existing brand tone and identifiable needs.
The Logo
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.
The 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.
Old Meets New:
Thematic Color System
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 Flexible Identity
A brief but deliberate brand guide was established to outline the new colors, typography, logos, alpacas, illustrations, and how everything should/could play together.
In the Wild
Example applications were spun up to provide real world context and to inspire the brand caretakers to take over and have fun with it.
FishEye Collaborative
Branding, Logo, Web
FishEye Collaborative is an emerging conservation technology non-profit specializing in marine conservation bioacoustics. They do research and development on non-invasive listening technologies that can help evaluate and protect ocean habitats. Their collaborators include the Cornell University Center for Conservation Bioacoustics, the Smithsonian National Museum of Natural History, the FORTH Institute, and the Curaçao Sea Aquarium and Substation. An inaugural website and brand identity was developed to support their first scientific publication and to introduce them to the public at large.
The Bedrock
While the main purpose of the collaboration was to design a beautiful new website, we took the opportunity to build a robust brand foundation on solid bedrock to support future organizational needs. Building off an existing strong logo, we worked backward to create a new, simplistic mark.
This helped strengthen the full logo conceptually and filled in gaps across mediums. From there, an appropriate and informed typographic set, color palette, pattern library, and additional ID elements were created.
The Colors Aquatic
Drawing inspiration from the shallow tropical waters of the Caribbean and the undersea environment where the organization primarily operates, an appropriate, utilitarian, and aesthetically pleasing color palette was developed.
A Harmonious Identity
A brand guide was developed to expand on the core, guiding elements to ensure all mediums and applications are thoughtfully constructed and designed.
Pockota Medium (for headlines) and Public Sans (for everything else) paired well together typographically. Together these fonts presented an appropriate balance of science-text-book seriousness, modernity, playfulness, and readability.
High resolution abstracted coral reef patterns were collected and treated with brand gradients to supplement visuals as background textures.
Additionally, an existing library of beautiful photographs was folded into the visual language.
For the species library, a celebrated and renowned illustrator of oceanic field guides was brought onboard for a licensing partnership (stand-in illustrations are used on this case study but the actual licensed ones are present on the live project/brand).
A data visualization system was developed alongside an undersea scene-building toolkit for scientific diagrams, charts, and figures.
Digital Applications
A full website and social suite was created to showcase the work of the organization and make access to research easily available and browsable.
Physical Applications
To inspire the crew to ideate into the future, a suite of physical applications was built out.
Healthy Climate Communities
Branding, Logo
Healthy Climate Communities is a Hawaii-based non-profit that leverages education and community action to fight climate change on the island of O’ahu. One way they do this is by engaging with schools, community groups, and volunteers to plant native loulu palm saplings to grow a restorative forest on the watershed of Hāmākua Marsh Wildlife Sanctuary. A new mission-sensitive logo and identity system were developed to help mature the organization’s brand and community presence.
The Logo
The logo brief only had a couple of hard requirements: it should reference the beloved, endangered local Loulu Palm—which is at the core of the organization’s mission, as it regularly involves the community in planting a native forest of them.
And it should reference the people involved in the work. An optional bonus would be somehow including the much loved, endangered, and very recognizable Hawaiian Stilt bird.
The result was an expressive and symbolic logomark that tells the unique story of an organization using community involvement to help restore a native forest on a marsh, one Loulu Palm at a time. The mark was paired with Goji Display, a friendly but demanding, rounded sans-serif font.
Hāmākua-Informed Colorways
The color palette was directly inspired by Hāmākua Marsh and the organization’s nature-focused mission. It was also kept light, optimistic, and fun to reflect the feeling volunteers and students experience when out in the marsh planting palm saplings or pulling out invasive weeds to help the habitat thrive.
A Restorative Identity
A full brand guide was created to outline the new logo family, color system, and fonts. Further guidance was given on ways the Loulu palm silhouette could be used to crop photos, create patterns, and extend the brand through depth and continuity.
A Cohesive Social Media Vision
To inspire a forward looking social media strategy, we imagined how the new brand could inform an already robust and rich suite of content. Weaving beautiful photography, timely event announcements, calls to action, and educational awareness into a unified public-facing vision, we empowered the organization’s caretakers to grow their brand’s social media presence into the future.
Room to Grow
Further brand explorations were charted through physical buildouts and imaginings meant to inspire, challenge, and engage the organization’s custodians, gardeners, and community of foresters.
