Paradysz + PM Digital were looking to rebrand to one, integrated marketing company. I led the rebranding initiative through exploration of company names, designs, typography, color, and photography. By developing a cohesive brand story and vision through design and development, we successfully rebranded the 25-year-old company to a global integrated marketing agency, PMX Agency.
The goal of this assignment was to find a way to make our most “hated” typeface work - in my case it is Algerian. I first began by analyzing the features of the typeface, which helped inform design decisions. By isolating the typeface I was able to reveal its internal structure and its rhythm. Through separating the letters, cropping, or stacking them I was able to emphasize different elements within the typeface so their most offensive parts were not seen.
Typographic Hierarchy: Magazine Ad Design & Layout
By identifying the information hierarchy I used select typefaces, color, photography, and ad placements to communicate a strong visual message to the reader.
Typographic Hierarchy & Newspaper Design
I selected typefaces that would work best in newspaper hierarchy for the header, subheaders, body text, and captions. I then set up the baseline grid and identified the appropriate column widths and used the hyphenation and justification settings to get the text and images to work together.
Typographic Hierarchy & Magazine Ad Design & Layout
Deconstructed text to identify the various layers of information and understand the hierarchy built-in to each passage. Typeset each piece of text based on the deconstruction of the content. Then select a typeface family that would work in visualizing the hierarchy, added color, and photography as another way to emphasize the elements or magazine ads.
This project was about scale and understanding the structure of a typeface. We had to draw a lowercase "g" by hand on a 5 foot piece of paper and color it in and document our process, experience, approach, discoveries, surprises, and frustrations.
Extra points was to identity what typeface it was: Garamond Premier Pro
Rye & Root: Logo Design
I designed a restaurant logo based on the farm-to-table concept and trend. Showcasing fresh green leaves in the logo paired with hand-crafted script, communicates a natural, organic, and playful culture that embodies the restaurants vision, mission, and values.
The Bacon Place: Logo Design
The Bacon Place uses playful, relevant illustrations and pops of soft colors in its logo to communicate to its customers the authentic nature of the restaurant.