Light House Curations, the brainchild of Matt Hume and Charlie Hoberman, is a print and art rental service that curates aesthetically consistent collections of work for rent while partnering with an all-star group of photographers to print, frame, and connect their work to a discerning audience.
Matt and Charlie approached me for help in creating the business's brand identity. They needed a brand that would communicate their value for handcrafted, analog artwork, while appearing polished and premium. I provided them with a hand-drawn wordmark inspired by post-war nautical typography and a hand-stippled brandmark evocative of film grain and a the view of a lighthouse's signal adrift at sea. The logo system was complemented by a full suite of brand illustrations, a color and typography system, and a mascot, and integrated within a brand guideline document to guide future creation.
SCOPE:
-Logo System
-Typography & Color
-Illustration System
-Illustrated Mascot
-Brand Guidelines
LOGO SYSTEM
Simple and impactful, the LHC logo carries the brand to the variety of aesthetics and approaches LHC's photographers contribute.
Brand Illustrations
Mascot System
The Keeper is LHC's mascot. Careful and considerate, he is intentionally utilized (along with his white cotton gloves) to add a touch of character and approachability to LHC's branding.
Color Palette
The colors we chose for LHC were referenced from black-and-white film photography. The greyscale colors chosen allow the brand to blend into the background when needed, and the bright, playful, Fresnel Yellow pops out when more attention is required.
Typography
Inspired
Brand Guidelines
The brand guidelines for LHC give them detailed instructions and tools to leverage their new brand and create for themselves, while staying true to the process and priorities that formed the design choices we made together.
Brand guidelines are no good if they never get used to guide actual design decisions. The sheet is the cheat sheet to the brand guidelines. It doesn't replace the full document, but it's far easier to use when creating.
