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GRAPHIC DESIGN, ART DIRECTION, DIGITAL DESIGN, LOGO DESIGN
While researching croydon heritage I learnt that most of the place names in the area are Anglo-Saxon, the name 'Croydon' is originates from the Anglo-Saxon' croh', meaning 'crocus', and 'denu', meaning valley. This indicates that croydon was a place where saffron was cultivated, which is reflected in the crocus inspired coloured panels of the saffron tower building.
I made collections of imagery from my research and experimented with grouping and pairing the extracted colours.
From the extracted colours I selected 3 to be used across 'what's your Croydon?' promo material.
To kick off the design process for the logo I started researching Croydon heritage, culture and architecture, collecting imagery and visual inspiration to help shape the style and design. I wanted to reference croydon’s brutalist urban architecture through bold blocks in the design but without making it look too severe or intimidating and incorporating the iconic Croydon clocktower, as requested.
In 2020 I was briefed by Museum of Croydon to create a new logo and suite of branded assets to launch a series of exhibitions in response to the question ‘what’s your Croydon?’. This community led exhibition programme invited local artists, organisations and societies to curate their own exhibitions and activities exploring themes of 'People', 'Place' or 'Identity’.
