CAMDEN FIREWORKS is a study of the impact of adjusting a font in an existing brand identity, and how it can affect assets, site identity, and other design elements.
From Firehouse to apartments and an art gallery
After 96 Years of Firehouse Service, then a stint where it was converted into apartments, the antiquated building was then abandoned until it was restored into the Camden Fireworks Art Gallery where I happened to have my very first studio working space.
Camden Fireworks is a dedicated space for artists to both practice, and display their works for viewing and purchase. Here you can find monthly engagements open to the public like free painting classes for children, poetry nights, and live gallery shows to name a few.
Typography Study Foundation
In this project, I focused on maintaining the core elements of the gallery’s original branding. My goal was to emphasize these elements by replacing the custom font in the logo with an existing one followed by branding assets that incorporate the new font while furthering the branding experience.
I first practiced with other existing brands where the font carried all of the weight of their branding experience. Through experimenting with fashion house Balmain, I discovered the integrity of their existing font selection and the taste it implies as it associates with their clothing.
Logo Typographic Study
I chose Henriette Black designed by Michael Hochleitner,
for its tick serifs, but smooth curves and legibility to honor the history of the building while still feeling visually contemporary.
The font is also highly functional, as I was capable of using it throughout the examples of branding assets I designed and listed below.
Social Media Branding Examples
This design employs the brick red lifted from the building icon in the logo in the form of a gradient wash. The red provides a nice filter effect for the photo beneath the gradient layer, while also acting as a platform to launch the stark white contrast of the logo and copy that creates an easier and attention-grabbing experience.
In this isolated approach, the brick read becomes an opacity effect that darkens existing colors beneath the color layer. Again, I focused on creating a platform for the type to contrast the image so as to maintain the integrity of the logo and brand recognition of the art gallery.
For my final social media post design, I combined the branding with the post image by the gradient wash and an extension of the copy across the image. I was interested in what it would look and feel like for the image as well as the branding to become one cohesive image rather than separate entities.
The brochure presented an opportunity to play, experiment, and be a little extra. In this design, I represented the beautiful exposed brick from within the gallery as an accent design adorning the background while also leading the eye. I admit it can use some fine-tuning, but overall this was a fun asset to develop.
Website Typographic Study
The Camden FireWorks website is a balance of type and images. They want to express a decent amount of information, with a limited selection of images to represent an overall vibe. I chose to further the homey, warm and secure atmosphere of the firehouse here through the font, and color choices, and spacing between bodies of copy, images, and white space.