THE VILLAGE

BRAND IDENTITY / 2020 //

BRIEF //

The Village provides a warm and friendly space offering a mixture of traditional and alternative services to support parents and carers through parenthood and are based in the London Borough of Lewisham. Their vision is to offer services that are affordable to all income levels, making it possible for every parent or carer in the borough to have access to all their offerings.

Before they actualised their vision they came to me asking for a help with a name and brand. Something that represented Freedom, Health, Unity, Love and Trust, would be accessible to families of all backgrounds, have an emphasis on community and connectivity, strong colours that take their lead from the seven Chakras (which areas support the principals of The Village) and include a heart to represent love and strong health.

SOLUTION //

Finding the right balance was key to the brand – not producing an identity that was too ‘gentrified’ or ‘new age’ but was grounded, open, accessible, welcoming, celebratory and contemporary. All the elements were there in the brief, it was more a case of making them all fit together. The brand also had to be flexible as the team (not experienced in design but were enthusiastic) would be reliant on free software to create their promotional assets due to the limited resources available.

Therefore providing a colourful but limited palette to maintain consistency throughout their comms alongside enough recognisable and friendly iconography that the team were proud of, and finally Chakra elements that appeased the thinking, vision and inclusivity of the community.

The brand is still very much a work in progress as The Village begins to grow and the team use the assets more and more – finding their feet with it all aspects of it – meaning the brand will continue to support and evolve with the team on their exciting journey.

ROLE //

DesignStrategy
Design Direction
Design