Branding & Identity Systems 2022  Advisor Becca Leffell Koren A2 Poster, 3.5” x 2” Business Cards, wordmark

Wordmark and expanded brand system for Randyland, an outdoor exhibit/landmark building curated by Randy Gilson in Pittsburgh. The system reflects the eclectic nature of the site and is grounded in the color references throughout the exhibit.

The mark itself is meant to explore a balance of contemporary graphic response with the personality of an existing, longstanding institution or destination. Through the utilization of typography as the singular visual voice of an identity, the suggestion of spray paint alludes to the site’s original splatter paint mark. The new system explores one of the main challenges in building a brand identity which is longevity, and the established brand  relationship built over time. 

With this refreshed identity, I hoped to stay true to the landmark, while also allowing the minimalistic system space to stand out in the eclectic space.