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BRAND IDENTITY DESIGN

I AM – HISTORIC
(CASE STUDY)

Brand Identity Designer ♦ Brand Identity & Custom Lettering

ROLE

BRIEF

THE CONCEPT

The project involved developing a two-part brand system focused on student funding and community connection. The primary design challenge was executing a specific client concept.

Merging the map of Africa with a graduation cap—while ensuring the final mark felt modern, functional, and distinct rather than generic.

I AM Motif Anchor

PART I: THE MOTIF

I enriched the concept by fusing two distinct visual languages: custom urban-style typography and traditional Maasai textures. This combination unified the brand's dual focus on education and culture.

To ensure brand flexibility, I developed a comprehensive asset suite featuring both colored and monochrome versions.

PART II: THE WORDMARK

The last of this two-part project was creating the 'I AM' wordmark. Listening to the brief I could tell this was a mark that needed to be both responsively compact, to fit anywhere, and also functional whereby even after its intended use it can still be flexible.

I conceptualized the wordmark as a functional tool rather than a static image. By transforming the cross-bar of the 'A' into an underscore, the logo creates a dynamic 'fill-in-the-blank' space.

This invites the user to define their own identity, visually echoing the universal familiarity of a

'Hello, I am...' nametag.

APPLICATION

Brand Application & Merchandise: To foster community connection, the visual identity was extended across a set of merchandise. The application proved its versatility by scaling seamlessly onto enamel lapel pins, custom bookmarks, introduction tags, and branded drinkware.