We began the project by building

a brand plan. This part of the process consisted of distilling information from two separate

and extensive documents: the strategic plan and the interpretive plan. Both documents were

created by other agencies, and it became our task to interpret and focus this wealth of information

into something cohesive.

We created a beautiful new document which provided clarity and a stable foundation to begin building the components that would define the brand.

Developing a brand is always

about more than the way it looks.

It is an all encompassing aesthetic fusing language, ideas, tone,

and visual design. Based on our research we defined key attributes which could be used as a reference and to inspire future concepts

when considering any and all

brand expressions.

We also created a theme for the brand, ‘People are the Catalyst’,

to infuse a binding spirit and provide a core conceptual driver. From this flowed a manifesto: an inward facing message designed

to help focus the thinking for

those involved in building the brand over time.

Inspired by Oregon’s natural surroundings (we have four

climate zones here) and the official state colors, Otive constructed a versatile color palette. For use in

all branded communications both primary and secondary colors

work well together, creating an opportunity for diverse represen-tation of ideas.

The capitol itself is adorned

with symbolism. An identity

was spawned from iconography and architectural details found throughout the public spaces.

It is strong, dynamic, and versatile. Used with primary color palette combinations the mark and corresponding typographic treatment work within a great

many communication scenarios.

It is the Capitol History Gateway brand’s signature element, and it provides value and recognition

in support of all branding efforts.

In order to establish continuity

and guide designers in making layouts for all forms of commun-ication, Otive designed a grid structure for common page sizes, both vertical and horizontal orientations. We then designed a variety of sample layouts based

on the grid to illustrate how information could be organized.

The logo mark also lends itself

well in forming a pattern. Used as an element of design flourish, the pattern creates a layer of nuance and detail when making layouts or other manifestations of the brand.

In addition to designing a

structure for the brand via

the color palette, grid system, typography, and pattern we

created a series of elements

which could be used by any designer to maintain a consistent brand voice while also allowing

for a bit of experimentation

in order to make graphics that

are dynamic and diverse.

Using a grid for every single application can feel a bit restrictive, so we created a few example

layouts to help illustrate that brand communications can be successful regardless of using a specific structure. As long as the various design elements are used wisely and the designer is working with inspired ideas, the possibilities

are vast.

Prototype banners.

Prototype banners.

Prototype poster.