DAAPWorks Branding

Objective

To work within a team to brand DAAPWorks, the Communication Design senior showcase.

Client

The University of Cincinnati’s school of Design, Art, Architecture and Planning.

Deliverables

An identity design solution and corresponding identity style guide.

Collaborators

My fellow collaborators can be found here
https://www.madisonhochmanportfolio.com/
https://www.sarahstevens.design/
https://www.behance.net/laineydevol/moodboards?locale=en_US
https://claireminton.myportfolio.com/

Moodboards

Our title ‘In Search Of’ was derived from our journeys of finding ourselves in college. Concept one was inspired by how different all of our journeys were. We started with a neutral palette then through had these electric transformations represented via distortion, color, warped perspective, and unique shapes.

For concept two our themes were curiosity, empowerment, creating, and forming community. I thought of our concept like a song. When we collaborate we’re in harmony but still have distinct voices. Our unique voices could be evoked using visual harmony, sound waves, color, perspective, and abstract shapes.

Research

For concept three our themes were curiosity, empowerment, creating, and forming community.  When you begin to search you open a door to new discoveries. In this iteration cutouts can be used to reveal complex patterns or textures. We could push type to be more experimental on the bottom and more minimal on top. This layered method is a lot like our capstones in how they can be narrowed down to a simple goal but our work brings out its complexity. This strategy also engages the user to by making our branding interactive.

Research 

Each of our capstones can be narrowed four simple goals; connection, support, change, and delight and work brings out their complexity.

Strategy

Our visual identity is inspired by that search: we use a gridded word search format to create a clean and minimal visual identity that reveals more complex graphics. We chose sans serif typeface similar to that of a crossword. Four unique icons would represent our capstone goals.

Grid Iterations

Final Logo & Icons

Strategy

Our system focuses on visual balance while still maintaining an element of curiosity. To introduce some variety we remove squares, offset squares by five degrees, and round the corners to evoke search bar imagery. The icons were built to fit within 1 square within the grid. The lilac and orange palette were invitating colors that did not disrupt the readability of the work.

Grid

We’re working within a 15x15 grid of outlined white squares on a black background leaving a 1 inch margin on the border. The black and white background created a strong contrast to maintain accessibility.

Strategy

Our crossword would be implemented as part of the invitation to add interactivity. Each clue would hint at whose project belonged to who.

Invitation by Madison Hochman

Photography 

Strategy

Our photos were placed under an 8 in x 8 in grid. Each student would have a unique grid placement creating opportunities for the student to break the grid based on their pose. The icons guide the eye through the photo giving it a sense of movement.

Photography by Grace Rotman.

Strategy

Our crossword would be spread across the studio environment showcasing what project would be in each room. Large decals would be placed on the doors with the theme of the projects as well as the students names.

Environmental graphics by Sarah Stevens

Strategy

Each day a student spotlight would be posted using their photo and would be marked with the corresponding project icon. The website would host student bios and information about their projects.

Website and Instagram by Claire Minton & Lainey Devol

Collateral

Strategy

Each A variety of merchandise was created to help raise funds for our student showcase. Items included shirts, tote bags, mugs, matches,...etc.

Website and Instagram by Grace Rotman.