The objective of this project was to create a cohesive campus identity and brand system for Herky Lamplight; a potential multi-use campus located in Downtown Sacramento. My role in the project included research, concepting, design execution, and delivery of the design report.
The basis of the campus visual identity was formed around the key thematic and visual takeaways of the research. With an emphasis on hope and light, the main visual element of the system was established as a five-color rainbow. The rainbow represents hope and transition because of the association with a passing storm and return of light as well as the Abrahamic association with God and the story of the flood. A five-color rainbow was chosen instead of the typical six color one to represent the five amenities offered by the campus, provide a unique identity to the campus, and avoid associations with the gay flag and pride. Once the main visual element of the system was established, the typography was refined based on the research suggesting a neutral and modern type solution. With career and employment as key needs for the audience, this type solution would aid in familiarizing young adults with the modern work environment.
research, concepting, and asset creation
Social Media Graphics
Signage
Merchandise
HerkyCaseStudy.pdf
