Project Brief:
Because I am insane, I decided to work on a passion project while juggling classes, clubs and clients (hooray for alliteration!) Many students simply made a "logo for their dad's construction company" and called it a day. But I wanted to build a brand from the ground up.
 
 
Concept:
Mendel Park is a conceptual zoo that only contains genetically modified animals. I wanted to brand a controversial topic and try to make it friendly for the public. The main goal of the park is modify animals to make them extinction-proof.
 
Approach:
Through the use of bold colors, rounded typography and vivid images, I wanted to make the park exciting yet professional. By modifying Din, a trusted typeface, and pairing with with the condensed version, the park's type feels cohesive. The bold colors help keep the energy alive while the dark green and gray serve to ground the project. Lastly, the overall geometric and scientific feeling was combined with unique icons and images to truly attract the publc.

The 4 colors represent the 4 DNA base pairs of Adenine, Cytosine, Guanine and Thymine. Also the lack of connection between the dots represents possibility, which is exactly what the park strives for.

The dots from the mark were used to create custom icons.

The full set of wayfinding icons.

Drawing inspiration from the periodic table, each employee's business card is center-aligned and their initials become the elements.

I created a custom set of illustrations so each of the brand colors would have a mascot!

Various applications of the brand.

A quick look at how the brand can be applied the web.

I created a custom application using the newly released Adobe Experience design and this is how I created my wireframe.

A live version can be explored here: https://xd.adobe.com/view/e0a3966c-3d1c-4a0a-77c2-6484ec73b228/

A final look at how the brand standards for the park turned out.