The Gaslight District
Project Overview
Project Type:
Brand Identity, Content Retainer
Responsibilities:
Social Media Content, Motion Design, Graphic Design
Team:
Apricot Creative Studio
The Brief
The team at Gaslight approached us with a wide open book in terms of specifics that they would like to see in their branding. They knew that the brand would need to be bright, bold, and with an embrace of the imperfections that define what it is to be an artist. Beyond that, they wanted to leave the ball in our court to run wild with it.
The Process
After an initial creative direction for the brand was approved, the lead designer at Apricot started on the logo suite while I was tasked with creating a series of poster designs. As we learned from the kickoff the Gaslight team wanted a solid, set in stone brand package but for their supporting graphics and imagery they wanted an extremely flexible style that would reflect the creative spirit and to never be tied down to one particular style.
With this in hand I set to designing a set of poster explorations with no tight creative bounding or direction. In a fortuitous turn of events during the initial brand proposal, including the branding and my designs, the client was not totally sold on the branding but noticed a distorted "G" within one of my poster designs that resembled an arrow and he fell in love. Taking this information back we refined the design which led to the logomark used across this page, and as they say, the rest is history!
The Result
Upon completion of the brand identity we continued to work closely with the Gaslight marketing team to create assets and materials for events, the on site restaurants, and the residential towers. First, the Grand Opening was a huge project that was a multi day free concert with food, events, and art exhibits for which we created countless designs. I was primarily responsible for artist promotional graphics, social graphics, motion design, and a site and parking map.
Going forward after the event we settled into the role creating any and all assets required at the property with an emphasis on the social content promoting events. I was responsible for creating a large share of these graphics along with the lead designer at Apricot.
