Service
Branding, Creative Direction
Project
Force of Nature
Brand development project for a new umbrella brand for Greater London Authority’s green-centred initiatives to sit under.
Brand development project for a new umbrella brand for Greater London Authority’s green-centred initiatives to sit under.
I had 2 days to create a logo and develop a look and feel route that was aimed at inner-city young people that weren’t really connected to nature.
I had 2 days to create a logo and develop a look and feel route that was aimed at inner-city young people that weren’t really connected to nature.
The brief stated that the brand should specifically not be recognisable as a ‘nature brand’. I found this a really enjoyable starting point as it gave me freedom to really play and experiment.
I was really interested in the contrast of urban and nature. I wanted the logo to contrast with the look and feel, but I wanted to make sure there was still plenty of character baked into the logo as well.
The brief stated that the brand should specifically not be recognisable as a ‘nature brand’. I found this a really enjoyable starting point as it gave me freedom to really play and experiment.
I was really interested in the contrast of urban and nature. I wanted the logo to contrast with the look and feel, but I wanted to make sure there was still plenty of character baked into the logo as well.
For the logo I combined two typefaces, Gulax Regular and Area Variable. Taking bursts of personality from Gulax and pairing it with Area Variable’s more structured characters. Then framed it all in a shape that hints at street signs to connect it back to the city, plus a little linework in the corner that could be a tree or could be a railway line, you’ll never know! 🤐
For the logo I combined two typefaces, Gulax Regular and Area Variable. Taking bursts of personality from Gulax and pairing it with Area Variable’s more structured characters. Then framed it all in a shape that hints at street signs to connect it back to the city, plus a little linework in the corner that could be a tree or could be a railway line, you’ll never know! 🤐
As the brief was to steer clear of anything nature-related, I opted to bring in imagery that was more people-focussed to bring some context. I wanted a really strong visual language that was flexible and had plenty of scope for experimentation so the look could grow and evolve to stay fresh.
Ensuring there was lots of texture involved in the look was important, partly because selfishly I love the journey of layering textures, but also because I wanted some ‘messy’ elements to contrast with the clean edges of the vector shapes. I wanted this contrast of urban and nature to run through everything.
As the brief was to steer clear of anything nature-related, I opted to bring in imagery that was more people-focussed to bring some context. I wanted a really strong visual language that was flexible and had plenty of scope for experimentation so the look could grow and evolve to stay fresh.
Ensuring there was lots of texture involved in the look was important, partly because selfishly I love the journey of layering textures, but also because I wanted some ‘messy’ elements to contrast with the clean edges of the vector shapes. I wanted this contrast of urban and nature to run through everything.
This project was so enjoyable because I was given the freedom to experiment. Even though this route didn’t progress, I still hold it as a top project for me, in terms of output and process.
This project was so enjoyable because I was given the freedom to experiment. Even though this route didn’t progress, I still hold it as a top project for me, in terms of output and process.
The look of this project was super informed by some experimentation I’d been doing with some side projects, and it was cool to see that bleeding into a client project. It further proved that being playful can in turn help my day job.
The look of this project was super informed by some experimentation I’d been doing with some side projects, and it was cool to see that bleeding into a client project. It further proved that being playful can in turn help my day job.
