Visual Identity & art direction
Fibershed is a nonprofit organization working to make textile production more sustainable. They’re based in Point Reyes, CA, and focus on how to make use of what plants or animals are native to the local area, to empower local actors in the textile industry.
I designed a visual identity for Fibershed, and a extensive brand style guide including imagery directions, layout directions, and usage of logo, color, and typography. The entire style guide is included at the end of this page.
Visual Identity
The visual identity is made up of a logo, typography system, and a brand color palette. The logo showcases a tilted and modified F that evokes the image of two mountain tops, emphasizing their connection to Point Reyes. The text draws inspiration from dye bleed, adding to the dynamic feel. In the initial vectorized iterations, the logo appeared either very abstract or sharp. Given Fibershed’s commitment to sustainability and nature, I focused on designing a softer, more organic shape that truly reflects those values.
The color palette that I created contains vibrant and earthy colors inspired by pigments found in California native plants to make fabric dye, such as California poppy orange, hibiscus pink, and walnut brown. This grounds the brand in its roots, while showcasing the vibrancy of natural materials.
The typography guidelines explain the pairing of a soft, rustic serif for titles and headers, with a soft geometric sans serif for subheaders, and longer texts.
grid systems
The brand style guide is a 30-page document, which follows the brand style layout directions. The entire system includes 5 layout options, but are all designed based on a 1” margin with a 12x12 grid. The goal for the layout was to make it feel easy to read and avoid being an experimental design element, as the text is an instruction that the user must follow.
This grid made it possible to ensure maximum versatility without risking that those elements would jump around on different pages depending on the page layout.
Chapter page with 12x12 grid
Chapter page without 12x12 grid
Content page with 12x12 grid
Content page without 12x12 grid
full Brand style guide
