RADICLE
Brand Strategy | Identity Design | Website | Collateral | Creative Direction | Set Design
Vivian, a singer/songwriter from New York, needed clear messaging and a visual identity for her upcoming project– a live recording of four original songs, written during the pandemic. After discussing the songs and desired perceptions of the project, we set out to develop a creative direction that would anchor, affirm, and create a space to exhale for its listeners and viewers.
Vivian related the songs to the feeling of God’s truth taking root in her heart, so we named the project “Radicle”. A radicle is the first root to emerge from a seedling when a plant begins its life. It anchors the seedling and eventually becomes the root system of the plant. This metaphor inspired the imagery and color palette throughout the project.
I developed an identity that was inviting, intimate, empowering, and affirming. Using warm, earthy colors, and a mix of curved lines and sturdy shapes, we were able to achieve a vulnerable, yet grounded feel throughout the brand’s visual elements. We wanted every part of the project to portray deep meaning– down to the logo. I designed a logo that fans of the project can claim ownership of as they resonate with the project meaning and vision.
I designed custom graphics for the GoFundMe, and some simple merch based on the songs, then organized a product photoshoot that maintained the look and feel of the brand. I created a Shopify website to sell the merchandise, with the brand’s adjectives infused at every consumer touchpoint. Vivian was able to cover the cost of production as well as some costs from the set with the money we raised.
In collaboration with Vivian and her operations director, I designed a set that captured the essence of the brand. Sticking to the project foundations, I wanted people to feel that they could come in, sit down, and just breathe.
A mix of textures created an organic balance in the space, and warm toned furniture helped to soften the room. We kept it intimate with ambient lighting and worked closely with the production team to maintain the brand image with close up shots and slow camera movements.