Project Overview: “This project is a deep dive into conceptual typography, where I challenged myself to re-imagine a single quote—‘Follow Your Dreams’—across three distinct design frameworks. The goal was to maintain brand consistency while strictly adhering to technical constraints that increased in complexity with each stage.”
The Strategic Challenges & Constraints:
Identity 1: Minimalist Constraint (The Power of Type)
- The Rule: Only 2 typefaces (1 Serif/Script + 1 Sans Serif) and 1 single color.
- The Solution: I focused on the raw architecture of the letterforms. By mastering font pairing and varying weights, I created a sophisticated hierarchy that didn’t rely on color or graphics to convey emotion.
Identity 2: Geometric Structuralism
- The Rule: 2 typefaces, 2 colors, and only basic geometric shapes (rectangles, circles, lines).
- The Solution: I integrated structural depth by using geometric forms to ‘anchor’ the quote, giving the message a modern and grounded visual presence.
Identity 3: Illustrative Freedom within Typography
- The Rule: Only 1 typeface but including a custom, original illustration
- The Solution: To reflect the ‘Dream’ aspect of the quote, I developed a unique vector illustration in Adobe Illustrator (no image trace). The challenge was finding a single typeface that could balance the playfulness of the smileys and hearts without losing professional elegance.
Production Excellence:
- Software Mastery: Entirely executed in Adobe InDesign, with custom assets built in Adobe Illustrator.
- Print Precision: Designed for professional 6″x4″ card stock with a strict 0.125″ bleed for flawless industrial printing.