CelerySpace
Brand Identity, Event Identity, Digital
Playful brand identity for a creative retail and workshop space.
My role
Senior Designer, Program Manager
In collaboration with
Celery Design Collaborative
The challenge
With a spare space in the front of our building, our Celery team had a vision of creating a space purely for creativity, both for the neighborhood and our team. So we asked: What kind of creative space is the West Berkeley neighborhood needing? How can we support the local arts community in a financially sustainable way?
The solution
A multi-use space where local artists can sell their work, neighbors can take creative workshops, and everyone can participate in intriguing events.
A brand inspiring play
How can we encourage play and creative exploration with a brand? Inspired by children’s toy building blocks, the logo consists of geometric shapes to represent each of the letterforms. With this simple set of shapes, we could create endless combinations of patterns and illustrations. The colors are bright and saturated.
A streamlined, ethical shopping experience
When Berkeley residents shop, they look for sustainable, hand-crafted, and ethically made products. We curated our product mix around these values.
The web shop, then, needed to reflect the transparency of the ethical products they showcase. With airy and pared down styling, the thoughtful, beautiful product designs shine through effortlessly. The user experience is simple and straightforward, providing a well organized, easy to navigate frame for the products.
Promoting events & workshops
East Bay has dozens of events every day. We needed to differentiate our events and cut through the noise somehow. So, we developed a few marketing strategies:
For our first few events, we created a unique, graphic event identity
We curated an unconventional roster of events — including pop-up markets, making culinary bitters from crickets, learning the ancient art of silverpoint, and a saucy spicy cooking workshop.
Our street didn’t have much natural foot traffic, so we strategically promoted events across digital and print touchpoints.
