Project Description
This was a collaborative effort to redesign the branding for Santa Clarita's Heritage Junction. This was a class project of our team acting as our own mock agency deciding the roles, work effort, and direction with input from a mock client.
Team
Ivan Ceja-Diaz, Brandon Melchor, Olivia Salmon, Sammy Schreier
Ivan Ceja-Diaz, Brandon Melchor, Olivia Salmon, Sammy Schreier
Project Concept
Rebranding for Heritage Junction
Rebranding for Heritage Junction
Description
In the scenario of the National History Museum acquiring Heritage Junction, the museum foundation wants to rebrand Heritage Junction and launch a programming schedule that includes annual discovery festivals. The goal is to transform Heritage Square into a cool, thriving venue that celebrates culture through history, art, music, film, and more.
In the scenario of the National History Museum acquiring Heritage Junction, the museum foundation wants to rebrand Heritage Junction and launch a programming schedule that includes annual discovery festivals. The goal is to transform Heritage Square into a cool, thriving venue that celebrates culture through history, art, music, film, and more.
My Role
Concept Ideation, Content Research, Presentation Design, Branding , Mockups
Concept Ideation, Content Research, Presentation Design, Branding , Mockups
Research and Sketches
I did head to the location myself to get a feel for the environment. The train is the site’s biggest attraction but environmental guides interested me the most. We found out about the chapparal yucca that grows around there. I did try to find it on my trip but found mostly cactus there. We made a collaborative mood board to take our research and see any patterns emerging. It was also to help pitch ideas to the client to see if any one idea sticks. With feedback we were advised to stay away from western and cowboy theming.
Field Research
Moodboard
Sketches from Olivia and Sammy
Sketches from Sammy
Rendered Logos
With logos I tried to give variety to choose what represents the park. I gave a few logos related to the train, one related to the environment, and a typographic logo .
Group Pitched Logos
Sammy's Pitched Logos
Logo Sketches: Olivia and Sammy
Assets and Mockups
Proceeding with feedback and logo choice, we moved forward with creating the brand. We reused some illustrations for assets as the clients were receptive to the ideas. From there we used them in patterns to create merchandise for the brand.
Heritage Junction Logo
Illustrations
Pattern
Shirt Mockup
Shirt Mockup Wearable
Tote Bag Variation 1
Tote Bag Variation 2
Tote Bag Variation 3
Tote Bag Variation 4
Illustrations: Olivia
Mockups: Sammy
Brand Guidelines
To wrap up the project, we delivered a branding guideline. This put into perspective to the client for what the team delivered for the project. This also helps for future events that the branding is consistent whenever it needs to be used.
Introduction
Brand Statement
Logotype
Incorrect Usages
Lockups
Color Palette
Accessibility
Type Pallete
Type Choice
Illustration Style
Tote Bag Mockup
Shirt Mockup
Brand Guidelines: Team