A couple of the final ad mockups digitally placed in situ
LOGO EXPLORATIONS
After providing the client with a visual quiz, I learned they were interested in a leaf or vine icon along with a strong, modern wordmark.
While the typeface was nailed fairly quickly, the leaf took many more explorations. Earlier varieties were based on the oak leaf as the oak is the state tree of Maryland, as well as, a line in a Rosa Parks quote. This is relevant because one of The Promenade's buildings will be named Rosa for both the floral and Black historical hero reference. However, the oak leaf was soon after abandoned due to a perceived oversaturation of competitors who have also selected it as their symbol.
The Final BRAND BOOK
Final delivery for this client was an in-depth brand book with a primary logo, secondary emblem and tertiary icon, a color scheme with use guide, dos and don'ts, and both website and ad mockups. Below is just a snippet of the full book.
The first two full pages of logo explorations are mine; the third was a collaboration with a second designer. The second designer then took over final tweaks to the logo per the client's edit requests while I took sole design of the brand book, color scheme and ad mocks. A copywriter was employed for the taglines. Most of my designs were done in Adobe Illustrator with the exception of two of the ad mockups being pulled into Photoshop to show environmental placement. The Figma website template was provided by the client's web host. I dropped into it the brand colors and logo.
