Boom Town Projects Typographic branding via geometry
Long term client Joel Matthews – Birds Nest / Nestival / Soundbite – required a new brand identity for his holding company Boom Town Projects. He contacted design studio Superfried to develop a solution.
The new marque would potentially sit alongside the three eclectic brands we had previously designed for them. Consequently, the solutions would need to be strong, bold and simple. The first instinct was to go for corporate, straight and serious. But on second thoughts it was clear this would not represent the energy and dynamic nature of either the name or client.
With this in mind a new strategy was adopted. Looking at the letterforms for commonality, it became immediately clear they shared similar geometric characteristics and could be simplified down to basic circles. Use of playful off-sets conveyed the sense of energy and motion. A variety of compositions and variations in scale were tested until the perfect balance had been reached in the final design solution.
Moving on to the layout design for the strapline lock-ups, the same off-set approach was carried through via the use of broken and disjointed typography. Before final revisions were applied for sign off, the selected design was tested across all media to ensure versatility. The branding, had the desired effect – simple, bold and energetic. It proved effective on branded material, merchandise, stationery and as an animated logo ident.
- Brand Identity
- Bespoke Typography
- Art Direction