Creative Co-Labs
An academic, multi-departmental, collaborative environment, Creative Co-Labs taps into the vast pool of skilled academics across Austin Community College departments and offers a space for interactivity.
Logo Design, Brand Identity, Brand Standards, Physical SignageChallenge: Build a brand identity that embodies the potential creative endeavors that will be born through CCL.
Design Studio Team
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Cris
Creative Director, Designer
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Paul
Project Manager, Designer
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Calista
Production Designer
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Lysette
Senior Designer
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Ahadu
Junior Designer
outcome
process
Preliminary Work
Preliminary client meetings presented some options for direction. Christian Raymond, CCL Director, discussed with us his goals for conveying energy and intersecting minds. The 2 style boards above best portrayed these traits, with room for improvement on concept.
Ideation
Our studio team reviewed the preliminary client meetings and met with Christian again. From this interaction, we built a new style board. CCL needed to show a path to the future. To the left, the new mood adds in innovation and exploration with light waves and space themes.
Each member on the team was excited to contribute concepts and sketches. The team met and discussed which directions were most impactful.
Sketches
“What are planets but burnt remnants of stars?”
— Christian Raymond, Director of CCL
Digital Renders
Each team member also contributed 1-2 first digital drafts. From here we began narrowing down, asking what was best conveying the aspect of interaction and collaboration.
After receiving and offering feedback on our digital renders, the team had 3 solid logos to move forward with for the client meeting.
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Intersections of Progress
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Voices in Collaboration
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Spark of an Idea
After much deliberation, we had a winner.
Brand standards
Design studio teams came together to work on the pages necessary for defining brand guides for future use of the logo.
Reflection
The simple monogram successfully relates name with concept, showing ideas intersecting and creating a whole new thing. All creative contributors agreed that the energy made from the open circles that create the C matches the tone and personality that Creative Co-Labs embodies.
It took many abstract conversations and concept relation to reach a profound level of identity for the brand; however, it paid off immensely. Having a deep understanding of the subject being designed greatly strengthened the design decision making.
The client came back to one of the first digital renders we created as a team, surprising us in the process, and only asked for minimal changes. Strong preliminary work and communication went very far towards overall project success.
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