Stephanie Rott

Role:

DESIGN INTERN - Develop new brand identity, design web & print graphics, create branding style guide

Timeline:

Feb-May 2023 (4 months)

Programs:

✽ Miro

✽ Adobe Illustrator

✽ Canva

✽ Adobe After Effects

✽ Adobe InDesign

Deliverables:

✽ Branding Style Guide

✽ Web & Print Graphics

Overview:

Roost Arts Hudson Valley is a not-for-profit organization dedicated to building community through art. They provide promotional services for local artists' exhibitions, opportunities for artist participation, collaborate with other local art organizations, and hold events and classes across various artistic mediums. At the time I became a part of this project, the organization was in the process of transitioning from a physical location (a small gallery in New Paltz) to a completely online service covering all of the Hudson Valley. I was brought into the team to develop a more consistent brand for the organization, which was translated a formal branding style guide. I also designed web & print promotional graphics using this new identity.

PROCESS

PHASE I: Research

Existing Branding

Problems

✽ Lack of hierarchy

✽ Inconsistent color palette

✽ Cluttered/unclear information

✽ Lack of brand presence

✽ Overboard painting visuals

Audience

Artists located in the Hudson Valley

Goals

✽ Create cohesive brand identity

✽ Promote local artist exhibits & talks

✽ Promote opportunities for artists

✽ Increase number of members

✽ Increase community involvement

Phase ii: Branding

Established Branding

At the time I was brought onto the team, Roost had just received the following new logo system from an outside designer. They expected that I maintain a heavy presence of the orange color in my designs, as they felt it was their most recognizable asset. I was also limited to using the typeface Roboto for typography.

✽ I personally felt that the orange color was a bit abrasive, and advocated to use this powerful color sparingly and intentionally.

Initial Ideas

I started the process of creating a new brand identity with a mind map to get some ideas flowing and organize what information I already had.

✽ I usually like to start a branding project with a very messy mind map like this. It allows me to be as creative as possible without limitation, since I know it's just a tool to help me understand the client's goals/ideas compared to my own.

inspiration

When searching for inspiration, I looked for innovative ways to integrate Roost's color palette and imagery into the designs. I mainly drew inspiration from these minimal photographic layouts that featured similar powerful colors.

Design Drafts

Initially I had more of a loud, creative energy in mind considering the brash orange color of the brand. When presenting these initial drafts to the board, we agreed to move toward a more sleek, refined look. The branding was adjusted to almost mimic the atmosphere of an art gallery, while still strongly representing the logo.

Initial Drafts

Adjusted Drafts

Style guide

This document was developed throughout the course of the internship and adjusted as the project advanced. It entails key information about the brand split into six sections; brand values, logo, typography, color, imagery, and graphics.

Phase III: Web & Print Graphics

Social Media plan

One of the most important ways that Roost shares information with its community is through social media. I created this general guide to inform how different types of events could follow different design guidelines to create a cohesive yet varied feed with patterns that viewers could recognize.

Roost Boost

Roost Boost is an annual competition held by Roost that awards 4 scholarships of $250 to student artists.