CATEGORY
Branding
SCOPE OF WORK
Logo, brand identity, iconography
TIMELINE
11 weeks
COLLABORATORS
Branding Team: Jordan Pasek, Stephanie Vasquez, Daniel Curbelo, Ed Leonard, Daniel Onufer, Erin Severson, Morgan Larose, AJ Taun Le, Joel Stadtmueller, Brooklyn Schugar, Daisy Navarro
OVERVIEW
Each year, the graduating class at Seattle Central Creative Academy (SCCA) is responsible for planning and designing their portfolio show open house. For the first time, our cohort united as a collective agency, collaborating to develop a cohesive concept that captured the essence of our shared experiences in the program. As part of the branding team, I worked on creating a visual identity and logo that aligned with our overall message and vision.
The theme of our 2024 grad show, In Motion, symbolized change, progress, and growth—elements that perfectly reflected our transition from students to emerging professionals. We aimed to communicate the dynamic nature of this journey, focusing on motion, transition, and the connections we formed along the way.
Moodboards
PROBLEM
The branding team faced the challenge of developing an identity and logo within a tight timeframe that aligned with our concept and mood boards, all while avoiding any clichés, corporate tones, or overused designs. Our goal was to create something that felt modern, organic, and versatile, reflecting the authenticity and adaptability of our vision.
Logo Sketches
Logo Iterations
SOLUTION
I designed a logo that harmonized with both our mood board and overarching concept. The logo features a single, continuous line, creating an intertwined effect to symbolize connection and fluidity. Its italicized design evokes motion and dynamism, while the angular letterforms convey modernity and energy.
In our early team discussions, we explored the idea of incorporating modular elements into our design system. Building on this, I created a logo that can be arranged into a rectangular form that can be used as a frame to highlight and emphasize key visuals.
