Created in November 2021, this case study follows a rebrand of the First Church of Otago when I was doing a placement at DHD. This project was a collaboration between team members, we each came up with our designs before presenting them to the client. Since the goal was to create a new visual identity for their main brand, my final design concepts were not chosen by them. However, the client thought this logo should be used as a sub-brand for their community group (Friends of First Church) within the church.
(The colour palette of this brand has now changed due to the church’s re-design on their website.
This case study to showcases the process of the brand before the re-design and before leaving my placement year).
The sketches conclude with various styles that would help incorporate the church’s vision. Before sketching, a brief was given by the client; it was stated that the architecture of the church should be included, as well as keeping it ‘classy’ and ‘modern’. Taking forward with this option, different parts of the church such as the spiral and spire, overall structure and window panel details changed how the church should be viewed. Each design concept had its own story that the audience can interpret. Other than following the client’s brief, I thought it would be a good idea to modernise a few of the designs; I did this by taking the letters ‘O’ and ‘C’ from ‘Otago Church’ and utilising them to interact with each other. In the end, circular-themed and geometric shapes were the pivotable point in creating unique versions.
After a few trial and errors, the outcome surface with a simplistic but detailed monogram. The monogram include a four rounded geometric shape taken from details of the church. Within it, the spiral of the church showcases intimate details that make up the First Church of Otago. The monogram and wordmark successfully highlights the twist between classiness and a modern outlook. It is effective to interpret ensuring it is approachable, inviting and reflective.
The branding of Friends of First Church is also captivated by two main colours and the ‘Source Serif Pro’ typeface. As mentioned, it is important to identify with the classiness of the monogram, which is why the typeface adds a traditional effect - it makes the overall brand flow and blend well together. For the colour palette, taken from the church’s website. The colours foresee a timeless look, meaning these types of shades will always be visually pleasing and showcase a powerful but soft outlook.
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Lastly, as a side-project, I was also given an opportunity to use my illustration skills to capture the essence of the church’s architecture. I developed a line illustration of the church’s front entrance. It was long process as it was vital to spot every individual detail where the words ‘respect’ and ‘proud’ can be embraced.
