Working alongside colleague Geovanna De La Torre Trujillo, the new identity aims to be both futuristic and grounded in the lab’s roots in traditional printing, creating an inviting space that draws more students in.
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Goals for the rebrand:
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Position the lab has a more inviting and approachable space.
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Create a visual identity that aligns with the current lab’s need and values.
- Establish a system that could be easily adapted by anyone working within the identity.
The use of the slash replacing the “e” in the original “Synergy” highlights the lab’s focuses on digital/physical learning and making, as well as to symbolize the act of leaving East Hall behind.
The client expressed that the previous identity felt difficult to maintain, both visually and practically, so our end goal was to create a system that felt both aligned with his vision and easy to implement without further guidance. The result is a refreshed identity that’s flexible, approachable, and built to last.