THE BRIEF
Catharine and Mark are two recent clients of mine who come from the picturesque rural town Llandeilo. The two reached out to me during lockdown with an exciting project and idea that needed branding. While working from home the pair had the idea of starting a collaborative workspace in Llandeilo. With many companies permanently switching to remote work for the foreseeable, a place where you can work individually or collaboratively away from the kids or stresses of your home seemed like a wonderful idea.
They had purchased and were in the process of renovating an old accountancy building in Llandeilo in order to create this workspace. This project had several different assets that needed communicating. After the initial meeting I came back with the name Space2Work. First and foremost this idea of space needed to be communicated. The other elements I wanted to communicate were a sense of collaboration and I wanted to reflect Llandeilo itself and the community through my use of tone.
The branding itself needed to be very versatile and able to work across various platforms. I was designing internal and external signage, business cards and other materials with a coinciding booking website.
INITIAL CONCEPTS
SPACE BETWEEN THE LINES
The Logomark is inspired from the core idea of space, the point between two or more objects. For use throughout the branding (signage, business cards wall vinyl etc,..) elements of the logo have been used to create various line-work patterns emphasising space and capitalising on a bold eye catching colour palette.
ANCIENT PILLAR MONOGRAM
For my second proposal, I created a monogram representing the history of the building. The building itself still retained a lot of its original features and so I thought it would be a shame to completely erase this history. I also used a more highbrow and subtle colour pallet and typeface than in the initial proposal.
MONOGRAM PATTERN
Another S2W Monogram logo mark, this time designed with the intention of creating a pattern that can be used throughout the branding (Signage, Business Cards wall vinyl etc,..) The pattern is a modern take on classic repeating patterns used by Artists like W. Morris in wallpaper designs. It reflects the project itself taking an old previously purposed building and revitalising/ re-purposing it into something new.
ABSTRACT S2W MONOGRAM
A more contemporary take, the logo mark appears more abstract but is very eye catching and easily legible upon closer inspection. The abstract shapes used to create the letter forms can be used throughout the branding (Signage, Business Cards wall vinyl etc,..). The colour pallet is bold like the logo mark itself and there’s a lot of scope for development, the mark is more universal not tethered to one property or area if you were looking to expand.
IDEA DEVELOPMENT
After my initial proposals Mark and Catharine chose concept number one as their favourite. But it was in its early design stages and needed a lot of development. We met again and discussed the colour palette, the area of Llandeilo and how we could communicate a sense of collaboration through the Brands Identity. These were my three elements I felt were most important to communicate.
SPACE BETWEEN
The inspiration; the core idea of space, the point between two or more objects. For use throughout the branding (Signage, Business Cards wall vinyl etc...) elements of the logo have been used to create various line-work patterns. These patterns emphasise space and the interconnectedness that a collaborative shared community workspace offers. A place to work and collaborate away from the stresses of home.
COLOUR PALETTE
The bold, eye catching colour palette is inspired by Llandeilos iconic painted bridge houses. I sampled the two tones from every house to create a sample range and then mixed and matched the strongest combinations. This was the perfect way to communicate Llandeilo itself through the branding.
BRAND PATTERN
The Brand pattern represents the core idea of space, the point between two or more objects. The interconnectedness of the lines symbolises the coming together of people and ideas that a collaborative community workspace offers.
TYPOGRAPHY
BRANDING APPLIED
BUSINESS CARDS
S2W VINYL
S2W SIGNAGE
