A design challenge to create a visual identity for Project South in 24 hours, later developed into a brand.
My final concept drew from the organization's Atlanta roots and Martin Luther King's dream, drawing similarities to the founder's renewed dream. I wanted to convey the message of creating a united community of POC that could work together towards a future they desired.
Fast forward a few months, I revisited this project and as an experiment, extended it to a visual language.
Fast forward a few months, I revisited this project and as an experiment, extended it to a visual language.
9 pm - Research, ideation
I read as much as I could about Project South and their work for 2 hours. Then began working with a distilled list of keywords like 'south, 'color', 'unity' and 'empower'.
2 am - Final Idea and Execution
In 1963, MLK delivered a speech that shook everyone to the bones and changed the course of history. He talked about his dream - one of equality, freedom, and expression. The strength of this shared memory was my inspiration for the identity.
When one draws a thought bubble, out of context, it is empty. I wanted to create a new version of this mark that goes from being a single empty circle, to a group of circles that then becomes solid.
When one draws a thought bubble, out of context, it is empty. I wanted to create a new version of this mark that goes from being a single empty circle, to a group of circles that then becomes solid.
A few months later - Extending an idea to a brand.
The collateral for the brand needed to be similar to the identity - simple, bold and meaningful. I used the same concept of going from one single, isolated point to one that was the dream. Part of this were three illustrations, each provoking the viewer to cross over, from the 'now' to the 'then'.
I used black paint and my hands to create a raw texture. This was combined with newspaper clippings from the time when MLK's speech was released.
I used black paint and my hands to create a raw texture. This was combined with newspaper clippings from the time when MLK's speech was released.
