Overview
What a Place
Sector
Furniture / Lifestyle
Type
Branding, Print Design,
Digital Design
Role
Brand Identity Designer,
Year
2023
The Challenge
The main challenge was to design a brand identity that felt both timeless and contemporary. It needed to be simple and sophisticated while also having a sense of personality and liveliness that would differentiate it from traditional luxury brands.
Creative Process & The Solution
The design process was built on the brand's name, "What a Place," which serves as a piece of direct communication to the audience. The logo is not a traditional symbol but a visual expression of this message, transforming the letters "T" and "L" into arrows that provide a sense of direction and a lively feel.
This concept extends to the overall design, which intentionally uses space and unconventional layouts to communicate the brand identity. A clean sans-serif font provides a classic, timeless feel, while a minimalist black and white palette is accented with a lively royal blue. The final result is a flexible and memorable brand identity that is both luxurious and engaging.
Takeaways
This project was a great exercise in working with design constraints. I learned how to balance empty space, hierarchy, and readability to create a cohesive brand. It also showed me the importance of a strong brand system for maintaining consistency across all materials.
(Final Solution)
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