Locus
Branding the intangible and ephemeral, the transitory yet infinite. Branding 'The Present Moment'.
An experimental exploration of branding a dynamic and intangible place.
Brief
During university, my team and I were given a very open ended brief;
“To brand and create a campaign for a place, location or city”. By happy coincidence, we discovered we all recently read the 'The Power of Now by Eckhart Tolle'. This lead us to the topic of modern day living. People are perpetually busy, heavily bombarded with content and information and constantly filled with noise. Our endeavours as the collective human race to modernise and progress, has designed the world we live in to keep us busy. The act of living in ‘The Now’ and slowing down is what Tolle urgently prescribes.
Fuelled by our support of this philosophy and excitement for a challenge, we chose to brand “The Present Moment”. This presented unique and exciting challenges. How does one brand a distinct point in time that is unique to everyone? That is simultaneously transitory and infinite?
Solution
This alternating ‘place’ required an alternating solution. With each ‘Present Moment’ being different and unique to each individual it needed a brand identity that could change constantly as well. To encompass this fluctuating place, a dynamic brand identity was created. A dynamic logo was devised using coding and processing. The code interpreted live sounds into a graphic visual. Visual motifs from topography were used to help 'map' this ‘place’. This dynamic logo paired with the brand name ‘Locus’, and end-line “More now, less later” created a strong brand.
An additional campaign was also created to encourage people to find their ‘Present Moment’. A multi-faceted campaign was designed to help people engage with their senses and incorporated experiential design, print media and interactive brand touch-points.
A dynamic ever-changing logo
Using coding, new variations of the logo can be constantly generated; a perfect reflection of the 'Present Moment'. Sound is interpreted into a topographical inspired graphic, mapping someone's real time present moment.
Interactive brand touch-points allow the general public to snapshot their unique 'Present Moment'.
Tactile posters that engage the senses, grounding users in their 'present moment'.
These posters were crafted by screen print and letterpress. These analog techniques provide incredible tactual detail up-close.
Experimental sensory experiences to ground you in the here and now.
Our sensory campaign included experimental “Pop up” events. This would include alluring and unusual tactile structures. Users would be encouraged to be curious and explore the structures by mainly using sound and touch.
In the core centre there would be a glowing orb. The experience acted as a metaphor of someone navigating to find their ‘present moment’.
The structures are purposely tall and dark to create minimal light conditions to force people to focus on senses other than sight.
