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This rebrand will identify a vibrant neighborhood filled with self-expression, energy and a strong sense of community.
The Crossroads is a small district made up of boutique shops, local restaurants, businesses, studios and art galleries, lofts and apartments. My rebrand design objective is to identify a vibrant neighborhood that is lled with self-expression, energy and a strong sense of community.
AUDIENCE
2
29.5
Neighborhood residents, business owners, artists, gallery owners, non-profits, musicians, architects, designers, chefs, and entrepreneurs
Although the occupation or purpose of the target audience remains the same from the original brand, the re-brand focus is to appeal to a younger audience which would change that average of 29 and a half years old [click] My goal is to bring new people into the community and develop a sense of community among those who are already residents.
COMPARE
4
Much like the Crossroads, the old city district identity in Philadelphia covers travel, dining and entertainment and extends from appearing in both print, web and environmental graphics.
COMPARE
5
Another district comparable to the Crossroads is in Beijing who hosts the 798 Arts District. This brand uses red supergraphics to let the visitor or resident know exactly where they are.
COMPARE
6
Along with the other comparables, these businesses are already in the community and target the same, young audience.
The Crossroads offers diverse venues and community festivities that facilitate collaboration of the arts within the community. Anytime is a good time to visit the Crossroads...
VISION
7
The vision of the re-brand is to be open and friendly to everyone and provide a relaxing and fun home to those who love to create and have a great time interacting with others that do.
A vibrant and diverse community that welcomes all walks of life and all forms of artistic expression.
ESSENCE
8
The essence of the brand will be welcoming to anyone who appreciates artistic and self-expression.
DIRECTION 1
Brand Mark
My rst system emphasizes the sense of energy that the crossroads share through the space between each circle that leads your eye into the middle C of the brand mark.
DIRECTION 1
Color
Primary
Secondary
Secondary
Secondary
The colors should be just as warm and welcoming as the community. Here, the primary color is a vibrant orange.
DIRECTION 1
Pattern
The pattern attempts to show the unity and connection within the community [click fast]
DIRECTION 1
Pattern
DIRECTION 1
Photography
DIRECTION 1
Photography
This will provide good contrast with the warm, brand colors.
DIRECTION 1
Logotype
Type adds slight character and self-expression through the slight angle of the O in Crossroads. This gives the logotype individuality.
DIRECTION 1
Type Family
Sensible Franklin Gothic will provide a balance to the fun, curved Century.
DIRECTION 1
Signature
Together, the signature marks include the tagline Express yourself to call attention to the self-expression this community embraces.
DIRECTION 2
Brand Mark
DIRECTION 2
Color
Primary
Secondary
Secondary
Primary
Here, the primary colors include cool and vibrant blues with dark, neutral black and gray.
DIRECTION 2
Pattern
Again, the pattern shows connectivity to emphasize the community aspect of the rebrand.
DIRECTION 2
Pattern
In addition to emphasizing self-expression that sets the community apart from other districts in Kansas City.
DIRECTION 2
Photography
DIRECTION 2
Photography
DIRECTION 2
Logotype
The logotype shows the energy of the neighborhood by the slight sprout on each r
DIRECTION 2
Type Family
My primary text for direction 2 includes the suggestive curves of Archer that are similar to the brand mark This is paired with secondary text in Avenir.
DIRECTION 2
Signature
This signature includes An Energetic Community tagline to call attention to the vision of the community.
DIRECTION 2
Signature
It also follows the color choice of the brandmark within the color signature
DIRECTION 3
Brand Mark
My third and nal, choice direction, attempts to embody all of my attributes of community, energy and selfexpression.
DIRECTION 3
Color
Primary
Secondary
Secondary
Primary
DIRECTION 3
Pattern
DIRECTION 3
Pattern
DIRECTION 3
Logotype
The logotype echos the energy of the logo through the angle and calls attention to this with the upward swipe.
DIRECTION 3
Photography
The photography will be faded with a slight blue tone that also welcomes in warm color. Some will include blurred shots with their main objects in focus.
DIRECTION 3
Photography
Interesting cropping and overlaying pattern will add energy and a unique view of the crossroads.
DIRECTION 3
Signature
Here are my signatures in black and white and color as they would appear on an application.
DIRECTION 3
Type Family
I chose Clarendon as my primary type choice because it has a warm, almost welcoming essence. This is paired with Euphemia as secondary text.
DIRECTION 3
Application
Here is an application of the rebrand onto a business card. It uses the brandmark in addition to pattern on the back.
DIRECTION 3
Application
My environmental graphics could be used on many of the old buildings that are in the crossroads.
DIRECTION 3
Application
DIRECTION 3
Application
The crossroads hosts a number of restaurants and community events where wine glasses like this could be used.
DIRECTION 3
Application
Name Password
An iphone application would be useful for the residents to know what is going on in the community.
PROPOSAL
9
Crossroads
Energetic, Self-Expressive, Community
Again, my objective is to appeal to a younger and more diverse community that visually embodies the neighborhood as it develops through a concept that is [click] energetic and emphasizes [click] self-expression [click] and community.