Greening Lemon Grove

design campaign brand identity, copywriting, print and web illustrator, photoshop

Brand Identity proposal for the City of Lemon Grove’s eco-friendly campaign.

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Research:

I initiated my research by examining previous campaigns, exploring city branding strategies, and studying modern yet timeless logomarks. Throughout this process, I discovered a plethora of captivating colors, forms, and fonts—all of which effectively conveyed the message I aimed to articulate with this project.

LOGOMARK

CAMPAIGN

CITY IDENTITY

CAMPAIGN

CITY IDENTITY

LOGOMARK

Identity:

To establish the identity of this project, my initial step involved simplifying its name. The original title, "Greening a New Renewable City: Lemon Grove," was streamlined to "Greening Lemon Grove." In crafting the logo, I opted for a simplified leaf design that doubles as a capital 'G.'

System Definition:

The icons and patterns in my design are intentionally simplified and organic, aiming to seamlessly weave together the themes of nature and eco-friendliness. This cohesive approach creates a unified system that harmonizes effectively. Consistent with the rounded, adjacent form showcased in the logomark, this design language extends across the entire system. For typography, Forma DJR was employed throughout the project. The choice of Forma DJR was deliberate, as it offers both strong legibility and a subtle personality. Notably, the font's slight flaring at the ends imparts an organic feel, steering away from an overly computer-generated aesthetic.

Creation:

My primary goal for this project was to craft a personable yet professionally modern design that distinctly conveyed eco-friendliness for Lemon Grove. Employing conversational phrases and light-hearted humor, I aimed to attract viewers and foster interest in the city's initiative. The integration of green and yellow imagery throughout served as a visual link between the city and its eco-friendly pursuits, resulting in a solution that is modern, professional, mature, and personable.

Signage content exploration

Logomark iteration

logomark exploration

identity expansion

final application:

Tandem

Auquio

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