Students were tasked to reimagine an existing brand's identity, and redesign a new logo and letterhead package. My given brand is a textile store known as The Knitting Tree, located in Los Angeles. The goal of this assignment was to advance our critically thinking skills, as well as exercise our design creativity, in order to produce more conceptual and sophisticated visual solutions.
To achieve the tasks and goal of the project, I first evaluated the essence of the brands identity. This included extensive research on topics such as The Knitting Tree's values, beliefs, personality, history, store atmosphere, and audience. I also reviewed the design solutions the existing brand uses now, and identified areas that needed more assistance in capturing said topics. My solutions revolved around simplifying visual components, for both refined and readability purposes, though I knew I wanted to have details that showcase the warm optimism of The Knitting Tree without being overtly loud.