PECKHAM-MEe

2020 PECKHAM MEe INITIATIVE

pROJECT OVERVIEW

LOGO & BRANDING

Client
Peckham Inc
Public Relations & Branding Director
Lansing, MI

Roles
Art Direction
Lead Designer
Design Consultant

Application Deliverables
DIGITAL
presentation assets, email, web, video, newsletter
PRINT
newsletter, postcard

CHALLENGE

HOW MIGHT I create a visual logo that compliments the new branding
while balancing old elements and added inputs.

SOLUTION

I created a resonant, on-brand and cohesive visual logo
which reflected the new corporate aesthetics, visual language, style and brand elements.

Primary Logo

(Full Color)

(Grayscale)

Secondary Logo

(Full Color)

(Grayscale)

I generated a complimentary appendix/style guide
with examples for digital/print applications and reference.

R&D PROCESS

INTERNALIZE

I reviewed the new Peckham branding guide to comprehend their design changes
I learned more about the MEe Program through client meetings to understand the culture

EXTRACT

I collected keywords and attributes that describe what the logo should embody from multiple meetings.
I gathered visual connections based on various stakeholder inputs.

MEETING NOTES

IDENTIFY

I established overlapping elements (geometric, angles, bold lines, color).
I detected a cohesive visual theme to cohesively thread multiple design elements.

EXPERIMENT & IDEATION

I explored shapes, orientations and patterns to enable loose interpretation of the logo while still incorporating elements referenced from the public sculpture and previous MEe Program design elements.