Branding of [in] st.helena bay campaign

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Background

A research project was launched in order to understand the economic and political power struggles that govern a fishing village, called St. Helena Bay. The fundamental mission of the campaign was to empower the community through design.

Small Giff for brand

Objective

Develop an overarching brand that represents the campaign goal to shift the perception of the town from the biased viewpoint of an outsider to that of an insider.

My Involvement

- Research the perceptions of the town though literature and qualitative interviews.

- Visual analysis of the town and its representatives.

- Conceptual development of the brand identity of the campaign.

- Stylistic development of the representative brand.

- Development of logo, business cards, imagery and brand manual.

- Incorporation of feedback from stakeholders, e.g. community members.

- Delivering a printed brand manual with completed brand specifications.

Outputs

1. Business card

As seen below, the business card reflects the concept of shifting the perception of the viewer and prompting the user to reflect on their own perspective of the town.

Business card for brand

2. Brand identity

For this project I created a strong brand identity that reflects the identity of the town itself. The identity draws inspiration from the many wonderful people in the town, the hardworking, honest, no-pretence and loyal community members of St. Helena Bay. Their characteristics became the influence to the rounded and simplicity-based designs.

The brackets in the logo represent the insider’s perspective that the brand aims to obtain. This element showcases the expansion of different perceptions and the accessibility to these perceptions. It also illustrates the diverse systems that structure these perceptions.

The logo will be eventually become the identity of the St. Helena Bay. Only through repetition will this brand become identifiable with the products and ventures of the town.

3. Brand specifications and guide

I created a meticulous brand guide to ensure that a strong constant brand identity is maintained. The index of this manual can be seen below to illustrate this point.

Here follows some of the elements named in the index above.

The brand identity colours are based on the dominant colours of the town, as well as the theories researched through out the research project, namely Marxist and Neo-Marxist theories. Saturated Grey, Blue and Red can identify with both the ocean and the Marxist and Neo-Marxist theories.

Two font types are used in the design of this brand. Both have rounded elements that links with the logo’s rounded edges. Each has its own specifications and guidelines to be followed.

Grid used through out brand development

The grid plays an important role in any design, from printed to digital. For this reason the grid was a central point to all my designs through out this project.

Since the economic systems structure the perceptions of the St. Helena Bay, it also influences the grid. Consequently, the grid of the brand is based on the formatting of an accountant's books, as shown.

Hence the printed brand manual also visually correlates to an accountant's book, as shown below.