Jack Bennett
About Me
Work
Air Louis
Perkele Font Family
The Path to Discovery
Impact Atlas
Herzog Sequence
DIVE
How To Make Taffy
Labor Collages
The Laws of Simplicity
Brief
The Air Louis/826 STL is an exercise in developing a brand identity & activation. The culmination of the project was a fleshed-out brand, built on the values of the already existing 826 non-profit model. The Air Louis brand encourages lofty ideas and soaring ambition for middle school-aged kids in the city of St. Louis, MO.
Design Process
This process started with researching the 826 brand and St. Louis itself, looking for cultural cues that would inform the development process. Research helped me land on aviation and their current role as a driver of aerospace production in the United States.
From there, a word mark was iterated repeatedly until the propellor was landed on and a cloud appeared (figuratively and literally.) Color and brand language became clear soon after that. This informed the rest of the project easily.
Brand Synthesis
What kind of merchandise would they sell? What kind of bookmobile would they use? These were the types of questions answered through the Air Louis brand essences, which informed the remainder of the project.