Case Study: Lauryl Lane

Lauryl Lane is a high-end floral designer and stylist in Los Angeles, California. Her clients range from fashionista brides to Hollywood royalty. After making a strong name for herself in California, on the basis of her exquisite work, it was time to update her online presence.The Brief

The initial project was actually a simple website redesign, but upon examining some important factors I decided to begin discussing a full identity update. Lane needed something special to distinguish her from any number of florist shops, the kind that make most of their money on Valentines day, and run-of-the-mill event stylists, who may or may not be wedding coordinators with good creative contacts. What sets Lane apart is her use of florals in everything she does, and she does do everything. A floral designer by training, the flowers are the centerpiece of her events and photoshoots.

Before addressing visual style, I embraced her singular combination of offerings (floral design in event styling) to make her brand proposition equally one-of-a-kind. I wanted to keep Lauryl's name as the title, since she has quite a reputation, but supplement it with a tagline as unique as her services, and the term Botanical Stylist was born.

The quick subtitle is elegant, meaningful, and holds enough mystery for someone to perhaps ask for a fuller definition, which would allow Lane to explain her exclusive mixture of talents. To our knowledge there is no other botanical stylist in the United States, and we are taking the appropriate measures to protect this brand element on the web.

Having secured the text, it was time for the type.

Creative Development

For the actual logotype, the client wanted to stay within the calligraphy range, and we turned to the same talented artist who provided Lane's first logo: Victoria Hoke Lane, the client's mother.

The old logo, while attractive, was created a while ago and had a unique purpose: to describing the services visually. With the new subtitle, these illustrations became superfluous. Also, since our target market is decidedly high-end, the old logo, while executed nicely, was not the right style.

Old Logo

lauryl_lane_logo_old

New Logo

lauryl_lane_logo_new

I modified the calligraphy slightly to accommodate the important subtitle. The new logo is elegant and clean, displaying the correct tone of voice for Lauryl's updated brand.

Website

Like the original logo, Lane's original website was very heavy on the literal translation of the floral industry: lots of textures and background prints and browns and greens. Taking a less-is-more approach, I decided to let Lane's work speak for itself, and minimize the amount of distracting background elements.

Old Website

lauryl_lane_web_old_1

lauryl_lane_web_old_2

lauryl_lane_web_old_3

New Website

jbd_web_work_web_lauryl_1

jbd_web_work_web_lauryl_2

jbd_web_work_web_lauryl_4

jbd_web_work_web_lauryl_3

There is still a fair bit of color, but the elements have been simplified and more white space allows the stunning images to take center stage. Not only is the work more elegantly displayed, but the information is streamlined. Cutting down navigation items (in this case from 8 to 5) is usually a challenge, but well worthwhile since most site visitors just want to see the work.

Lane also takes many of her own photographs, and wanted to protect them with a watermark. A simple button combining the two "l"s from her name is the perfect solution.

ll

There are some new collateral elements planned for the future, like letterpress business cards and such, but Lauryl Lane has already taken an enormous step forward by updating her web-presence.

Here is the new website.

Case Study: Eagles View Church

A young church outside of Fort Worth, Texas, Eagles View Church is a small congregation with services and ministries engineered specifically for young families. Much of the new curriculum being developed by EVC encourages these families to get together outside of the usual service times, and help create a tight-knit community. I worked with the associate pastor in charge of this curriculum development, as well as the senior pastor and youth minister, to develop an accompanying brand for the church's bold vision.

The Brief

There were two distinct goals of this project. The first was raising general community awareness in the Saginaw area, and the second was simple visual improvement over the current logo. I aimed to kill two birds (no pun intended) with one stone.

I found many people, when asked what "Eagles View" was, were not aware that it was a church. Although many were not aware that the church existed at all, the current shorthand for the church was simply "Eagle's View," which did not give any indication that the church was, in fact, a church.

This anonymity issue was further exacerbated by the church's location. Saginaw, Texas is home to Eagle Mountain Lake, and many local companies in the area have the word "eagle" in the name. Given the abbreviated name for the church was already something common, and the option of renaming quickly disqualified, I was left with the challenge of addressing what the church's nickname.

I asked why "Eagles View" was the common shorthand, and when no answer could be found, aside from convenience,  I visited the church and found this old logo displayed on the side of the building.

Old Logo

evc_old_logo

Aside from the myriad of design troubles, like ineffective reproduction in one color (a common trouble with the church secretaries, who usually do all the reproduction), the word "church" was minimized in comparison to the word's "Eagle's View" and further obscured by the background bar. The logo did not show up this way in all its forms, but the issue was a common one.

So the first goal for me was to put the word "church" on an even playing field, but that leaves quite a mouthful to say. "EVC" was a sometimes-used nickname for the church, but the decision was made to promote it to full-time.

Another frustrating element was the apostrophe. This was used inconsistently on the web and in print, so the decision was made to remove it altogether. The use of a literal eagle was also quite common in the region, but I kept it as an option in case of an excellent idea.

Creative Development

The target market for EVC, as already discussed, is young families. The general member age is from 25-45, into which young families fit nicely. The recent explosion of suburban housing developments in the area is a boon for this growing congregation.

Although this information is highly useful in marketing campaigns, it also gives me some visual cues to take. I wanted the identity system to be friendly, but structured. A hand-scripted cursive for the icon, and a recognizable sans-serif give the logo that combination

Visually, the focus is giving the three words eagles, view and church, equal playing time. By making the new shorthand, EVC, into the icon, I could then reduce the current logo's four elements, the swoosh, the eagle, the title (Eagle's View) and the subtitle (Church) down to two: an icon featuring the nickname, and a title with the whole name. The use of EVC in the icon is essential to bringing the new shorthand into common use, especially since it will be used on its own in many cases.

New Logo

evc_new_logo

evc_new_logo_2

Branding Guide

The use of a guide is specifically useful to EVC. They have many different people reproducing the logo in various forms, and this can mean a variety of abuses. I developed a system by which users of the logo elements can steward its use with care.

Click here to view the EVC Branding Guide.

The response to the new logo has been excellent, and the accompanying branding guide has eliminated the issues the church was previously facing with logo variation and mis-use.

The new face of EVC is making itself known in Saginaw, Texas.

Case Study: Bethesda Christian School

I attended Bethesda Christian School from 1st grade through high school graduation. I made some excellent friends, many I have to this day, and my mother has been a standout elementary educator there for close to two decades. I was approached by BCS to help design a mascot costume for the school. Bethesda's nickname is "Ambassadors," which perfectly captures the mission of the school but is something less than inspirational for a sideline character at basketball games.

Note: Sometimes the words "mascot" and "nickname" are used interchangeably, but they are really two different things. A mascot is the costumed character or animal roaming the sidelines at sporting events, like Reveille at Texas A&M. A nickname is what you call the sports team or fan base, e.g. the Aggies.

It was evident early on that the entire Bethesda visual identity needed evaluation. The school has a strong reputation in its circles, but has experienced difficulty with visual consistency during its 30 year run as one of the best private schools in the Dallas/Fort Worth area. As of this time last year BCS was employing around a dozen images, icons, pictures, and logotypes to make up the visual brand of the school, for both athletics and academics.

Adding a costumed character on the sidelines would simply convolute an already confused system. I took it upon myself to unify the entire athletic identity, and redesign the academic identity in concert. But we had to start at the top...

Note: This is a large project with many moving parts. The length of this post reflects the careful thinking behind this detailed and robust solution.

The Brief

Bethesda had recently adopted a new icon for use on promotional materials: a lion's head with continents in it. It was probably the best-designed logo Bethesda has ever had, as the seal they utilized for over two decades was a clip-art contraption made on a whim by a t-shirt guy for an early school event.

The lion's head was inspired by an equally inspiring painting in the school's hallways, and its appearance in the school's marketing materials birthed waves of "Are we changing our nickname to the lions?" and "Why don't we have that on our jerseys and t-shirts?"

These were also my first questions to Bethesda, and after prolonged conversations with the leadership, it was decided that Ambassador was to endure and, in-spite of hundreds of newly minted promotional folders, lion's head logo and it's colorful character shield would not be long for this world.

Old Academic Logos

At this point I would like to make a quick distinction between the "academic" and the "athletic" brands. It is expected for an educational institution to have a seal or logo that is used on academic or professional materials, and a separate logo that is used on uniforms and fan gear, and sometimes marketing materials.

As student-athletes at BCS, we were often asked by other teams what an ambassador was. They were not asking literally, they just wanted to know why it was our nickname. We didn't have a good (read: short) answer, and it was a little frustrating as a student not having a visual representation as a mascot.

As you can see below, Bethesda's athletic brand elements were as confused as their academic logos. Most uniforms are simple enough, just school colors with the name, but there existed troubling spots, such as baseball and softball caps, one year sporting a "B" and the next year "A's" and the next "BCS."

Old Athletic Logos

The top images you see here were ripped straight from the Oakland Athletics and the Duquesne Dukes, and while it's not uncommon for high schools and junior clubs to borrow logos from pro teams, these were not in wide use, nor do they convey "Ambassador."

During the school's early years, the color scheme was white and royal blue. Gold was later added. Gold is an especially troublesome color for any organization, but especially so for a school. Schools have uniforms, apparel, printwork, marketing materials, websites and vehicles, and displaying a consistent shade of gold on all these surfaces becomes very tedious.

During my time at BCS I wore old gold, vegas gold, lemon yellow, mustard, beige, and classic yellow, all of which were supposed to be the BCS "gold." Unfortunately, I do not have pictures of all these shades.

Only a handful of academic institutions have done this color well, and the key is establishing which "gold" you want to use. The University of Minnesota is a great example of effective gold selection, the Golden Gophers always sporting the same shade:

As you can see in the earlier BCS team photo, black was also added to certain team uniforms. Black is not a BCS school color, and so this decision came as a surprise to the leadership of the school. Uniform ordering decisions were left to individual coaches at that time.

_  _  _  _  _  _  _  _  _  _  _

The goal of this project was unification of the entire Bethesda brand: ensuring  the academic elements and the athletic elements worked together and helped convey the Ambassador concept. But, as with all schools (small, private schools especially) the primary consideration through the process was budget...

Creative Development

What good is selecting unique colors, designing custom typefaces and making gradient-heavy, detailed illustrations if the client cannot afford to implement them? Team uniforms at a school like BCS are purchased from catalogs, not custom stitched and printed to match specific Pantone values. Neither are the jersey typefaces. School stationery and letterhead is not gold foil stamped and embossed, and t-shirts for students get two colors at best.

Design might be king, but budget is queen.

Although it felt like putting the cart before the horse, a handful of budget-based decisions could effectively be made at the beginning (before pen touched paper) which would allow me to design a system that required no watering down when the rubber hit the road, so to speak. Some guidelines:

• • • The school colors have to be available from the uniform supplier: Nike. Nike has four blues available, two yellows and one "vegas gold." We selected Nike Royal Blue and Nike Team Gold, which is really a bold yellow color similar to what the school had been using on uniforms when it could find it. We also removed the recently acquired black from the color scheme:one less moving part.
    • The school typefaces must be available from the uniform supplier. The font that is most widely available across different sports uniforms is a college block font in the "Vertical Arch" configuration.
    • The school logos must be primarily successful in one color. Much of BCS's recognition outside of campus has come from apparel, team uniforms and other merchandise, not the web. This means no gradients or use of color values in the logo execution, as well as bold, strong linework.

_  _  _  _  _  _  _  _  _  _  _

These decisions gave me some clear parameters before I even got started, but the primary question hadn't even been addressed. How do we visually convey ambassador? We needed a clear symbol representing the concept.

At various points in the past, including my time in high school, BCS had briefly played with a medieval character: a knight with a sword and shield. After much deliberation and multiple attempts to adopt a knight as the visual representation for the ambassadors, the concept was passed over for a few reasons:

1). The military nature of the character is not in sync with the mission of the school and their understanding of what it means to be an ambassador.

2). BCS wanted a visual identity that was unique amongst its peers. This is something an armored warrior does not provide, as Bethesda's competitive landscape is overcrowded with knights and warriors, saints and crusaders.*

What symbolizes the heart of an ambassador, and is as utterly unique in the high school design landscape as the nickname ambassador itself? The answer was already in the school's alma mater... "the torch of truth shines forevermore."

Now the students can easily answer the question "What's an ambassador?" simply: a torchbearer.

And honestly, the torch is a pretty awesome icon. It is very common in academic circles, but never seen in the world of athletics (outside of the Olympics). It is the perfect one-two punch: the torch positions the school as the college-prep institution it is by visually equating BCS with institutions of higher learning and it distinguishes the athletic department from all competition with an icon that is entirely unique.

A torch it is.

Although the origin of Bethesda's brightly-colored seal was dubious, it was highly symbolic to the staff and students and had become beloved over the decades. Rather than turning our backs on everything Bethesda had built to date, we elected to keep the shield as an integral part of the new logo system, both for academics and athletics. Time to sketch...

I wanted to keep the academic identity and athletic identity linked, but with different styles as suited to their purposes.

The logotype in current use had Bethesda Christian as the primary text, with School as the subtitle. We reversed it, going back to the original seal, with Bethesda as the headline, and Christian School as the subhead.

The athletic look was a little different. You can see below that I began sketching before the "no-custom typeface" conclusion came into play. A custom typeface would only be able to show itself on the website and spiritwear, but not where the game is really going on: on the court.

The New Bethesda Brand

After much consideration (and probably too much throat clearing) I present to you the new visual identity for Bethesda Christian School.

New Academic Logo

New Seal

I used Adobe Caslon Pro (I tweaked it slightly for the Bethesda title), a typeface the school would already have access to, so they could use it to their own ends when necessary.

Academic Logo Color Variants

The athletic system was a different beast altogether. Selecting a typeface from the Nike catalog and streamlining it into a standalone mark was the simple part. The linchpin of this athletic identity is the bold treatment of the same torch-in-shield.

New Athletic Logos

Athletic Logo Variants

Apparel

A nice source of financial support for the athletic department is apparel, or "Spirit Wear." The single-color nature of the new designs allows for inexpensive but elegant printing.

New Bethesda Spirit Wear

New Bethesda Athletic Spirit Wear

Uniforms

The boys basketball team won state a few years ago, which has helped put the school on the athletic map. The championship team did so in black uniforms, which is a big no-no in the new system, but the coaches will not be making large design decisions from now on. The new design allows for classic jersey designs, without custom elements, that feature all-white home jerseys, blue aways, and yellow alternates.

The type treatment on the logo is now consistent with the font Bethesda uses from their uniform manufacturer.

New Bethesda Uniform Designs

Mascot Design

The mascots, although originally the first thing assigned, ended up being the last element designed. However, we settled on something pretty awesome.

Our torchbearers became "Olympic Superheroes" of sorts. On their costumes you will see round discs instead of shield shapes, because we abandoned the shield in favor of a globe at the end of the project.

Each character would have a breastplate with their costume; one character bearing a torch, and the other a shield, which could be joined together.

Conclusion

Although the content of this post is more than enough to fill a case study, I elected to write it in blog format for a few reasons.

As this work neared its completion certain events altered the nature of the project so significantly that an entirely new system would need to be created from scratch. The church that governs BCS began an extensive identity redesign project about half-way through ours, and wanted to fold the school into it, nullifying our work. Also, some significant staff changes took place that affected the trajectory of the athletic designs.

I did not participate in the new project, however, I believe the thought processes behind the project merits discussion.

Although I am disappointed my work was not used, I hope the logic behind the designs helped fuel the school's pursuit. Here are the new logos Bethesda has officially adopted:

*Note: Bethesda has since reversed this stance, and chosen a helmeted knight as its primary athletic logo.