Summary

The southern gentleman perfectly describes the look and feel for this new construction in Athens, GA. The location is set right in the heart of Athens, close to the University of Georgia and Terrapin Brewery. Union Grove's brand name conveys connectivity with the lush rural landscape that encapsulates it. A toned down earthy color palette really set the mood for this brand look. The logo look and feel pulls from the elegance of the south with the linework set behind the icon. The serif typography also connects the brand to the posh nature of the area. I created a logo system to be used within the wayfinding signage to give visual cues to help find your way around the property. The circle badge in the logo system pulls inspiration from the collegiate heritage of UGA.

‍

My Role

1. Strategic discovery

2. Branding

3. Custom logo typography and iconography

4. Brand mood creation

5. Custom logo system creation

‍

Project Breakdown

— Concept development

— Branding

— Logo

— Signage

‍

‍

‍

‍

‍

‍