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Brooklyn sketchbook library
Conceptual: Rebrand
Brooklyn's Sketchbook library suffers from an acute lack of cohesive branding, naming structure, and identifiable visual imagery.
Research
The first thing I did was do more research into their current branding system, to identify strengths and weaknesses. I wanted to see if there was anything I could salvage or any deeply iconic imagery that needed to stay. I ended up finding five different naming structures that are colloquially used, two separate websites it shuttled you between, and and no clear fonts or logo.
Ideation
I started from scratch and began iterating. I started with drawings of sketchbooks and the Brooklyn Bridge, and began to focus on other elements of their identity that I could pull from (such as their location). I also listed all of their names that are floating around and chose one to pursue. I also thought that unique hand-lettering would stay true to their mission.
Refinement
I narrowed in on the fire escape imagery, which is classic to Brooklyn's architecture and vibe. The ascending ladder structure mimicked the tall book shelves found in old libraries and invoked both of these elements visually. For the color scheme, I played with the natural brown of their iconic sketchbooks (in tandem with their rounded rectangular shape) and a warm navy often found in libraries.
Final Designs
The new brand identity embraces location as an integral and identifiable pillar of their identity, and visually expresses this connection in hopes of promoting them as a staple in the community and a mainstay in Brooklyn culture.
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Below are the final elements of the brand identity. This includes logo, type and color treatment, stationary, merchandise, and environmental mockups to show how these designs would manifest in real life.
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