Project Overview

PORTAL TO A PARTY

This direction utilizes framing devices that are architectural in form and that evoke design elements from the objects that Modernly offers. These devices act as frames that allows the audience to get a glimpse into the world that can be created for their events.

The direction also incorporates the wavy mural found within the Modernly HQ, and complements the abstract lines by bringing in mid-century modern’s clean lines and handcrafted illustrations. By combining both slick perfection (geometry) with the human (hand-drawn elements), Modernly finds a balance between corporate and local business.

Project Goals

• Redesign the Modernly brand to have a visual system that goes beyond photography to communicate its story

• Educate its customer base about what Modernly offers (For example: Modernly designs event spaces, and is not an event planner.)

• Position the brand as a design expert with credentials, and as a collaborator with supporting businesses/vendors

Project Challenges

• To create a brand that is feminine and pretty to attract “bread & butter” clients like wedding events, but that also is strong and solid to simultaneously attract corporate and other opportunities

• To design a brand that celebrates history and the classics, but isn’t stuck in the past