Embedded Files
Research Map
Research Map
Our research map, in which we collected everything we worked on in the primary and secondary research stage. We highlight the different aspects of our process like desk and ethnographic research, public engagement, and the adjectives we heard about the area from locals. The best images of the area that we found summarized the area well are in the top left corner. Our overall insights highlight design decisions were made at this stage as well, based on everything we discovered. You can see that process by following the flow chart included in this section and the characterizations we decided on.
Public Engagement
Public Engagement
An example of our refined ethnographic interviews.
Our public engagement was left up for 4 days, allowing us to get more responses to our inquiries.
Our QR code strategically placed in order to recieve extra feedback from the public.
A collection of the words interviewees used to describe Kensington;
Vibey, trendy, fun, neat, central, pretty, eclectic, quaint, nice, diverse, casual, vibrant, artsy, character, expensive, upbeat, alive, cool, chill busy, Bohemian, popular, local, welcoming.
Branding Iteration
Branding Iteration
Logo Testing
Logo Testing
Low and high Fidelity logo concepts.
Logo Iterations Round 1
Logo Iterations Round 1
Logo Concepts Two
Logo Concepts Two
A variety of four different logo concepts, including the early development of our now highly developed logo.
Logo Concepts One
Logo Concepts One
A variety of six different discarded logo concepts.
Logo Iterations Round 2
Logo Iterations Round 2
Final Logo Development
Final Logo Development
Brand Concept
Brand Concept
Development of our brand Concept Statement.
Mockups
Mockups
A couple of discarded tote bag concepts before the final design was settled on.
For the product mockup we ideally wanted to create an embroidered toque design, but were unable to find a suitable template. In future Kensington product design we would love to include a toque!
Bus shelter, desktop and mobile digital, and tote bag mockup templates from mockups-design.com, postcard mockup template from Behance
Newsletter
Newsletter
The first design used a border that fully enclosed the information within. However, when given further thought we decided this type of border contradicted our brand.
Identical to the first spread this design also condradicted our design policies so it was altered.
This was one of this first map spread designs. We unfortunately had to scrap this idea due to conflicting colours as we deemed that the points of interest needed to "pop" more.
This is a page from our final newsletter. We removed the full border and utilized triangles to conform to our brands design.
This page displays our final design for the map page. Lighter colours and more grid usage allowed us to design a more aesthetically pleasing and colour contrasting final product.
Motion Graphic
Motion Graphic
The difficult process.
We ended up going with motion graphic concept 2 for the project.
The motion graphic took a lot of hours over the span of days to try and produce. Adobe After Effects is not beginner-friendly, and finding the name for the told or effects desired for the motion graphic was difficult. In the end, the last triangle on the far right and the word Kensington are not animated to bring the vision to life.
Ideally, it would have had the last yellow triangle flip out the way that the red one did, and the word Kensington would have not been visible behind the logo itself before it descended.
Motion Graphic concept 1
Motion Graphic concept 2
Additional Visual Elements
Additional Visual Elements
Other visual elements that did not make it to the final iterations of branding.
Initial pattern concepts
Second round of pattern concepts
Third round of pattern concepts
Special editor's note for the "Peaple" inspired by a misspelled comment "stupid peapol" left on one of our public engagement posters. Jill envisioned this cute concept of a little pea person.
They brought joy throughout this project. We love our little round guys
Rationale
Rationale
Concept Aspect
Concept Aspect
Vibrant and creative
Design Component
Design Component
Colour palette
Logo
Brand application (newsletter)
Additional visual elements
Representation
Representation
The bright colour palette based on primary colours brings a vibrant look to all aspects of the visual identity system. Its application throughout the logo, newsletter, and additional visual elements represents the creativity of the community.
Dynamic
Motion graphic
Logo
Additional visual elements
The graphic of the Kensington logo folds out from itself to embody the playful, enthusiastic and lively atmosphere that is present in Kensington. The bold shapes and colours of the primary logo also contribute to the dynamic nature of the graphic.
Local
Heart shaped visual element
The use of the heart shape honours the current Kensington Love branding that is present in the local support of the area. This shape and its applications are familiar to locals and visitors alike.
Welcoming
Typefaces
Brand application (newsletter)
The typefaces we chose for both the logo word mark and the accompanying typefaces used in the newsletter have friendly letter shapes, and are approachable to read. The letter weights in titles are bold and easy to read, and the body text is simple and clean. The amount of white space used allows for the type to be the main focus, helping portray the inviting nature of the typefaces.
Discovery
Brand application (newsletter)
Logo
Map
In the Kensington newsletter the concept aspect of discovery becomes apparent through the variety of images, events, and topics discussed. By showcasing what is available in the community and how or when people may partake in the experience, discovery is heavily promoted.
Character
Logo
Typeface
Our logo embodies nearly every single descriptive adjective our group could define. By first taking the time to understand and study our community, its people, and the environment, we were then able to develop a logo that we believed encompasses the character and everything our community has to offer.
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