This fictional identity was designed as a student project at the Academy of Art University. The objective was to create a boutique brand based in San Francisco. With this opportunity, Icreated a brutalist interior furniture boutique and explored its branding system based on the philosophies of brutalism, emphasising on honest construction. While encapsulating the characters of repeated modules and blocky construction, there is an importance in creating a brand that is raw; a brand that feels true. Photographic textural elements were utilised to create an abstraction of the concept; so was the human face. The photograph of the face adds a sensibility in unifying the architecture of those living within the space.
The sharp edges of Matrix embodies brutalism’s stark nature, while its thinness mimics the silhouette of and/or edges of the furnitures, considering brutalist designs are purposefully harsh. This harshness is paired with the industrial feel of Menlo, which when in use creates a sort of texture to the page. The typography creates on its own a sculpture on the system.