Phase 1: discovery

The Parkwood North townhouse complex wanted an emblem to commemorate their 50th anniversary. They were planning a community celebration as well, and wanted branded merch to celebrate the occasion. The party not only marked a major milestone, but a huge transition: the complex was about to have its entire exterior replaced.

INITIAL RESEARCH

In my research and discussions with residents, I discovered that one of the most iconic elements of the complex was its sign, which was built when the complex was constructed. I wanted to reference elements of the sign in my design because of its nostalgic iconography. Another aspect of the complex of note is its location right up against the forest. I wanted to communicate this unique aspect of the complex in my design as well.

Phase 2: further research

As I consulted with the client, I realised that specific 50th anniversary celebration activities were still being decided on, as there was a limited budget. I brainstormed ways to incorporate the logo into the festivities in fun, budget-friendly ways. In my research, I found an affordable print service that printed on tshirts, hoodies and hats on demand. Residents could order whatever suited them, and kid’s sizes were available.

To further the inclusivity of the custom-printed merch, I fabricated reusable stencils of the 50th anniversary logo (and, as a bonus, some other fun stencil shapes) that could be used on any clothing item. This would give residents the option of using it on clothes they currently owned (versus having to buy something new). The stenciling could also be a fun—and sustainable—activity at the celebration event.

I ran this past the event organisers, and they thought it was a great idea. I sourced and priced out fabric spray paint to make sure it would work within budget.

Phase 3: design + ideation

1. I digitised the type from the wooden Parkwood North sign, and created custom letterforms in Adobe Illustrator
2. I designed a tree icon that worked within the visual vocabulary of the original sign
3. I used scale, kerning, leading and tracking to refine the wordmark’s typography
4. I tested the logo’s legibility at various sizes and in different contexts

Phase 4: delivery and implementation

• I made final adjustments to the wordmark and icon
• I converted the logo into print and digital formats
• I created digital mockups of the logo on various items of clothing
• I fabricated custom stencils using a Cricuit cutter

Results

• 1 logo with 3 variations
• Printed and embroidered tshirts, hoodies and hats
• 5 custom stencils
• A fun and inclusive activity for the 50th anniversary event

FUTURE CONSIDERATIONS

If I’d had more time, I would have loved to have fabricated more stencils, and use a thicker material (for even more durability).

WHAT WAS LEARNED?

I learned that a tight budget can create more creative opportunities for branding (and fun!).