Role
As Creative Director, together with the client we developed the strategy, creative direction, and identity for the school.
Approach
"The Market School will serve as a forum for the next generation of food systems thinkers, advocates, practitioners, and supporters... it will grow organically and lead to the production of focused and engaging public events, rekindling the spirit of New Amsterdam Market."
The approach to the Market School identity design centers on creating a visual system that balances educational authority with market authenticity. Through collaborative exploration with the client, we developed an identity that addresses different aspects of the school's identity while maintaining practical application across digital and physical touchpoints.
Process
We began with extensive exploration of visual references relevant to both educational institutions and food markets, identifying key elements that would resonate with the food service industry audience. Our process involved iterative development of three complementary directions
Design
The design rejects the rigid feel of traditional learning environments in favor of something more honest and human: torn masking tape and handwriting that comes from necessity rather than polish. Academic but not corporate. Imperfect. Honest. It's learning in progress. It's human. And the specific masking tape labeling that industry people use, and might be foreign to non-targeted people that creates an sense of exclusivity.
- Utilizes familiar masking tape aesthetic to create an approachable, hands-on identity
- Designed with social media and behind-the-scenes content as primary applications
- Maintains consistent but minimal tape treatment to avoid visual overuse.
- Uses Bradford typeface to maintain a playful but sophisticated feel.
- Color palette carries educational vibe and identity though various photography that can be very different.
- Focuses on Instagram and digital applications while maintaining print versatility
- Creates an sense of exclusivity through industry vernacular
- Creates a sense of honesty though imperfect executions
Engagment
TBD
1. Creative Direction
2. Visual Identiy
Food Systems
Education
New York City