[bethany] phase 2

8/4/2019 [Bethany] Phase 2

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This rebrand will identify a vibrant neighborhood filled with

self-expression, energy and a strong sense of community.

MISSION

1

The Crossroads is a small district made up of boutique shops, local restaurants, businesses, studios and art galleries,

lofts and apartments.

My rebrand design objective is to identify a vibrant neighborhood that is filled with self-expression, energy and a

strong sense of community.


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Neighborhood residents, business owners,

artists, gallery owners, non-profits, musicians,

architects, designers, chefs, and entrepreneurs

29.5-

AUDIENCE

2

Although the occupation or purpose of the target audience remains the same from the original brand, the re-brand

focus is to appeal to a younger audience which would change that average of 29 and a half years old [click] My goal

is to bring new people into the community and develop a sense of community among those who are already

residents.


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COMPARE

4

Much like the Crossroads, the old city district identity in Philadelphia covers travel, dining and entertainment and

extends from appearing in both print, web and environmental graphics.


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COMPARE

5

Another district comparable to the Crossroads is in Beijing who hosts the 798 Arts District. This brand uses red

supergraphics to let the visitor or resident know exactly where they are.


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COMPARE

6

Along with the other comparables, these businesses are already in the community and target the same, young

audience.


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The Crossroads offers diverse venues and community festivities that facilitate collaborationof the arts within the community. Anytime is a good time to visit the Crossroads...

VISION

7

The vision of the re-brand is to be open and friendly to everyone and provide a relaxing and fun home to those who

love to create and have a great time interacting with others that do.


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A vibrant and diverse community that welcomes

all walks of life and all forms of artistic expression.

ESSENCE

8

The essence of the brand will be welcoming to anyone who appreciates artistic and self-expression.


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DIRECTION 1

Brand Mark

1

My first system emphasizes the sense of energy that the crossroads share through the space between each circle that

leads your eye into the middle C of the brand mark.


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DIRECTION 1

Color

Secondary

The colors should be just as warm and welcoming as the community. Here, the primary color is a vibrant orange.


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DIRECTION 1

Pattern

The pattern attempts to show the unity and connection within the community [click fast]


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DIRECTION 1

Pattern

as each piece interlocks with the other.


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DIRECTION 1

Photography

The photography will include a cool, blue tint.


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DIRECTION 1

Photography

This will provide good contrast with the warm, brand colors.


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DIRECTION 1

Logotype

Type adds slight character and self-expression through the slight angle of the O in Crossroads. This gives the

logotype individuality.


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DIRECTION 1

Type Family

Sensible Franklin Gothic will provide a balance to the fun, curved Century.


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DIRECTION 1

Signature

Together, the signature marks include the tagline Express yourself to call attention to the self-expression this

community embraces.


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DIRECTION 2

Brand Mark

2

My second direction changes the name Crossroads to Crossroads District


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DIRECTION 2

Color

Secondary

Here, the primary colors include cool and vibrant blues with dark, neutral black and gray.


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DIRECTION 2

Pattern

Again, the pattern shows connectivity to emphasize the community aspect of the rebrand.


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DIRECTION 2

Pattern

In addition to emphasizing self-expression that sets the community apart from other districts in Kansas City.


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DIRECTION 2

Photography

The photography for direction 2 will include dark, sepia tones


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DIRECTION 2

Photography

These have the possibility of contrast with overlapping color patterns.


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DIRECTION 2

Logotype

The logotype shows the energy of the neighborhood by the slight sprout on each r


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DIRECTION 2

Type Family

My primary text for direction 2 includes the suggestive curves of Archer that are similar to the brand mark This is

paired with secondary text in Avenir.


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DIRECTION 2

Signature

This signature includes An Energetic Community tagline to call attention to the vision of the community.


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3


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DIRECTION 3

Brand Mark

3

My third and final, choice direction, attempts to embody all of my attributes of community, energy and self-

expression.


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DIRECTION 3

Color

Secondary

Here, a strong orange is contrasted with a cool blue.

DIRECTION 3


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DIRECTION 3

Pattern

The patterns in this direction show interaction that emphasizes energy

DIRECTION 3


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DIRECTION 3

Pattern

graphic elements can be placed together to make various expressive forms.

Graphic elements can be placed together to make various expressive forms.

DIRECTION 3


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DIRECTION 3

Logotype

The logotype echos the energy of the logo through the angle and calls attention to this with the upward swipe.

DIRECTION 3


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DIRECTION 3

Photography

The photography will be faded with a slight blue tone that also welcomes in warm color. Some will include blurred

shots with their main objects in focus.

DIRECTION 3


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DIRECTION 3

Photography

Interesting cropping and overlaying pattern will add energy and a unique view of the crossroads.

DIRECTION 3


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Signature

Here are my signatures in black and white and color as they would appear on an application.

DIRECTION 3


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Type Family

I chose Clarendon as my primary type choice because it has a warm, almost welcoming essence. This is paired with

Euphemia as secondary text.

DIRECTION 3


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Application

Here is an application of the rebrand onto a business card. It uses the brandmark in addition to pattern on the back.

DIRECTION 3


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Application

My environmental graphics could be used on many of the old buildings that are in the crossroads.

DIRECTION 3


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Application

Wouldnt you like to be picked up in this?

DIRECTION 3


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Application

The crossroads hosts a number of restaurants and community events where wine glasses like this could be used.

DIRECTION 3


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Application

An iphone application would be useful for the residents to know what is going on in the community.

PROPOSAL


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CrossroadsEnergetic, Self-Expressive, Community

9

Again, my objective is to appeal to a younger and more diverse community that visually embodies the

neighborhood as it develops through a concept that is [click] energetic and emphasizes [click] self-expression

[click] and community.

[bethany] phase 2

Documents