The Kickstand

The Task

Create a store theme and branding system for a branch of the non-profit organization 826 National in Madison, Wisconsin. The theme should be playful, silly in a sophisticated way, and contextual to the city’s mythology. Branding elements include a logo system, products with packaging, store front, stationery, and web elements. My store combined the biking culture of Madison with the rougher nature of the rural community just outside of the city which can be at odds with the city population.

The Process

The city of Madison was assigned to three students. We were required to research the city and present our findings together. However, the design process separated and became an individual process resulting in different store themes. Using some bike parts, small wheel tread and paint, I created textures that became the basis of the brand, rough and natural. This also spoke to the material choices for packaging, as plain cardboard has a natural look that also speaks to the rough and tumble style of the target audience while also being cheap to produce and easy to recycle.

The Takeaway

This was the first project where I was able to embrace the playing and creating step of the process. I learned how unencumbered
creativity can result in a design style and even specific elements.

The Tools

Keynote, Illustrator, Photoshop, After Effects