A proactive identity redesign as part of the fourth year curriculum at NSCAD University. Students were required to create and self-direct a design challenge which challenged and strenghtened existing skills.
Personal Thoughts
I decided on my personal design challenge quickly based on a limited experience with, but huge appeciation for, identity design. Frog Hollow Books in Halifax, Nova Scotia was selected as an establishment requiring a refreshed identity because of their dated look, lack of brand consistency, and weak presence compared to their competition. An initial challenge was creating a look for Frog Hollow that spoke clearly of their core values. While the store considers itself to be fresh, friendly, and hip, it suffers from the misconception of being entirely for children. As such, an identity package was developed incorporating a more mature look without alienating any potential customers.
