BAIT AND SWITCH
Art Direction . Branding / Logo Design . UI . UX
BAIT AND SWITCH
Art Direction . Branding / Logo Design . UI . UX
AMAGAYA
Brand Design . Visual Identity . Website Design . Art Direction . Environmental Signage
Way Finding . Investor Concept Deck Design . Inforgraphic Design
With the mission to re-conjure more viscerally authentic communities through sustainable development practices, Amagaya was born. While it proved challenging to encapsulate the breadth of what Amagaya is though a single tag-line, "Eco-systemic Communities" felt right. The primary pillars that make these communities special include; regenerative agriculture, modular construction, renewable energy systems, sustainable materials, circular water systems and holistic healthcare. All of these modalities are meant to fuel a fully circular economy that omits as much consumptive waste as possible, while emphasizing beautiful, organic architectural design.
Creating the visual brand identity was an intensive, collaborative process. We ultimately landed on the radial emblem design shown below, meant to abstractly convey the multiplicity of disciplines and modalities that work together and allow these communities to thrive. While designing the logo, I wanted the aesthetic to carry an almost archeological look and feel while still having modern/minimal composition. It was inspired by both light and sound, which are essentially the foundations of creation.
Displayed are the three initial signature logo compositions representing the parent company (middle) and the locations of the first two builds. The intent was to represent these unique communities with distinct signature marks. The emblems were actually derived from taking 5 second sound bite samples from the bio-electric signals of the ground at each location, inputting these recordings into a visualizer and rendering the average to give us our final contours/shapes. Pretty fun.
One of the very first deliverables I created (pre-funding) was a goliath 80+ page concept deck geared toward investors and partners. I was given an extensive shared document with page titles, and written copy. Section by section, I composed a presentation sequence that integrated thoughtful imagery in staggered layouts that complimented the primary content, integrating impactull statistics, info-graphics, affiliate personnel, even schematics/renderings. The final product was in both PDF and Powerpoint formats.
The website began as a simple proof-of-concept digital presence to validate us as an established company. We needed to showcase the high-level overview of our value proposition, transparency into who we were through the team/bios, and a look into the various methodologies that went into our properties.
As the vision became more and more palpable and real, it was time for an overhaul. Above is a slate of page designs that showcase updated concept renderings, educational schematic elements, and more streamlined UI/UX navigation mapping to accommodate a site that will perpetually scale. This medium is the bridge from P.O.C, to a verifiable, substantiated development company.
I have always considered the research analytical phase my cornerstone in the brand development and stewardship lifecycle. Knowing every nuance of the demographic psychology is paramount to deploying your branded touch-points in the right manner.
Persona cards have been a staple in streamlining the process while assessing and rolling out new strategic touch-points weather social media campaigns, on-site installation workshops, environmental signage, you name it. These help us grasp what and where will be the most effective solutions in our overall brand/marketing strategy.
The inaugural identity for Amagaya was a little different. We initially named the company VidaLuz meaning "Living Light". Here you get a glimpse into two of the logo design concepts. Due to some legal growing pains that are all too familiar territory with start-ups, we had to pivot.
The primary thematic attribute with this initiative was to portray a feminine resilience though grace and openness. Minimal, organic, boutique were some of the key words attributing to the identity, which still ring true with Amagaya.
