Fibershed

Visual identity and 30-page style guide

Fibershed is a NorCal-based nonprofit working for sustainable textile production. For this project, I created a full visual identity and direction, shown in a comprehensive brand guide at the end of this page.

The visual identity

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.

The brand fonts are a soft, bold serif paired with a very legible sans, as they produce a lot of reports and text-heavy content.

style guide

Grid Systems

I used a 1” margin with a 12x12 grid. 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. My 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. The entire 30-page document includes five layout options, but the two shown in this image are the two foundational layouts.

Outcome

The outcome was a cohesive 30-page style guide that guides designers in maintaining the right brand voice while designing. The guide demonstrates how to create highly curated materials, as well as the everyday documentation and marketing that is frequently updated on their website and social media, for example. Everything – from the logo and color to typography and imagery - communicates a fresh take on a traditionally bohemian visual language.

Click-through the style guide