Textile artist Michelle Driver came to Flux looking to refresh the branding of her existing small business Threefold Designs. Michelle already had a logo she was quite fond of, but knew making her accessory products appeal to a broader audience meant developing something a little more commercial. A comprehensive identity system would assist her selling products in market stalls and also target upmarket retail stores.
Research was the initial phase of our process, as it always is. With artists there is always wonderful inspiration contained within their own work. Our job was simply to convert Michelle’s magnificent talent in to a corporate identity which would work for her business.
The number three formed the core idea for this project. Not only is this number a core part of the business name, it is also an important part of Michelle’s overall philosophy and some weaving techniques. We created a unique trademark composed of three typographic characters ‘3’, ‘F’ and ‘D’. Each of these three characters is made up of three lines—and the three symbols are entwined to represent weaving. The accompanying typography is spaced over three lines, further emphasising the theme. The colour purple was chosen from one of Michelle’s bright hair colours to distinguish her identity further from the majority of competitors using black and white colour systems.
We also developed a series of geometric patterns to use as part of the overall identity system. These were derived from and simplified versions of patterns used on Michelle’s scarves. Three patterns made up of three columns.
We also designed business cards which have a three way orientation system
and swing tags for different kinds of products.
The end result is an identity system that reflects the artist’s unique personality and is refined in a way that it will appeal to the target audience. It is is an artist’s identity which has since assisted Michelle with getting her beautiful products in to high end art retail outlets such as the Jam Factory.
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