Understory
BRAND IDENTITY - EXPERIENTIAL DESIGN
Design Brief
Understory focused on uncovering the “hidden stories” of the underserved and minorities. Our mission is to serve as the voice for the unheard.
The brand's target audience consists of individuals committed to the empowerment of underserved communities. People who seek to uncover the injustices and inequalities often overlooked by mainstream media. This platform serves as a vital space where people can connect, empathize, inspire, empower, and amplify their own stories.
Logo Development
Keyword: Hidden, under, uncover, layers, humanity.
Brand Mark
Typographic Logo
Design System
I developed a geometric display typeface characterized by straight lines, directly embodying the brand's core attributes: boldness, seriousness, and immovability.
To enhance legibility and introduce necessary visual balance, this primary font is paired with a softer, high-contrast typewriter typeface for body copy.
The color palette is intentionally minimal, utilizing red and pink. This combination is designed to provoke a sense of seriousness and immediacy, effectively drawing attention to the critical issues the brand seeks to uncover.
Brand Guide
Banner Design
Banners are vital for brand identification, relying on pre-approved messages and patterns derived from the Brand Guide Book to guarantee cohesiveness across all media. The challenge of this project is from the need to accommodate eight distinct viewpoints. To successfully navigate this, it required a design that guaranteed both aesthetic functionality and clear message delivery from each unique perspective.
Banner Elevation
Eight Distinct Viewpoints
Experiential Design
Understory is an exhibit designed as a dynamic brand environment to showcase individual stories of resilience, strength, inspiration, and empowerment. The core experience involves featured guest speakers who share their narratives in person. This approach is intended to create an authentic, intimate atmosphere, fostering a direct and deeper connection with the audience.
Initial Sketch
Kiosk Elevation
Brand Environment
The brand environment is realized as a large-scale exhibit, drawing its design direction directly from the brand guide's patterns and color systems. The space is thoughtfully organized into several key sections:
Welcome/Information Station: Where attendees can pick up the event guide upon arrival.
Retail Area: For the purchase of zines and branded merchandise.
Resource Center: Dedicated to informing visitors about available resources.
Main Stage: A focal point for speaker presentations.
Storytelling Displays: Individual displays throughout the exhibit dedicated to featuring personal stories.
