GRAVESON 

SPACE BRANDING 

︎BRANDING
︎ART DIRECTION
︎STRATEGY

Project Brief

Third-year university project to reimagine both the physical space and visual identity of Graveson, a renowned heritage department store in Hertford. The challenge: transform the space to accommodate diverse users—craftspeople, independent merchants, artists, workshop attendees, tourists, and local organisations—while honouring the building's rich history.

Design Approach

The rebrand balances heritage with contemporary relevance. Rather than erasing Graveson's past, the new identity draws deeply from it—celebrating the store's origins as a fabric merchant and tailoring destination while creating a visual language suited to its new community-focused purpose.

The logotype takes inspiration from 19th-century Chiswick Grotesque typography, grounding the brand in its Victorian roots. Sharp angular cuts within the letterforms evoke sewing patterns—a subtle nod to Graveson's tailoring heritage. Architectural embellishments from the original building are reinterpreted in a modern, minimalistic style throughout the brand system.

Tools

Adobe Illustrator, Photoshop, InDesign

Colour Palette

Chartreuse and violet anchor the identity—colours chosen specifically to honour Graveson's founding era and origins, bringing historical reference into a fresh, contemporary palette.

Design Deliverables

• Brand Identity – Logotype, colour palette, typography, brand guidelines
• Environmental Graphics – Signage, wayfinding, spatial branding concepts
• Print Materials – Business cards, street posters, promotional assets
• Merchandise – Branded items reflecting the new identity

Outcome

A refined visual identity that transforms Graveson from traditional department store to vibrant community hub—proving that heritage and modernity can coexist, with history becoming a foundation for reinvention rather than a constraint.