GRAVESON
SPACE BRANDING
︎BRANDING
︎ART DIRECTION
︎STRATEGY
CLIENT
Third Year
University Project
This project centred on transforming the renowned department store “Graveson” in Hertford by reimagining its physical space and creating a fresh visual identity. The redesigned space is catering to accommodate a diverse range of users, including craftspeople, independent merchants, artists, workshop attendees, tourists, and local organizations. The brand pulls a lot of inspiration from the building’s history, even with this drastic makeover.
With contemporary features like sharp cuts evoking the Sewing Patterns, the logotype draws inspiration from the 19th-century Chiswick Grotesque font while also paying homage to the store’s long history of selling fabrics and providing tailoring services. In a modern, minimalistic manner, the design also incorporates elements of the building’s architectural embellishments. Graveson’s founding years and origins are honoured through the use of Charterous and Violet in the colour palette.
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