Populace
Brand & Identity Design, Web-design | Spring 2024Populace is an organization from New York looking to build community in urban areas through disc-golf.
When Populace came to Scout (Northeastern’s student-led design firm), they were equipped with a logo and some disc designs, but were in need of a cohesive brand system and fresh new merchandise.
Design Goal
Create a brand system and art bundle merchandise that excites and welcomes people to the sport of disc-golf.
Branding Summary
Navy and white create a mature, sophisticated palette, allowing for the secondary colors to bring energy and life to the brand.
The comprehensive set of 6 colors gave Populace plenty of flexibility to continue to create graphics and develop their website after leaving Scout.
While set in capitalized type, Forma DJR has a sense of professional minimalism, while lowercase forms bring a friendly energy within its round and bouncy glyphs.
We created comprehensive type-use guidelines for type use, making it easy for Populace continue to set type in consistent manners across print and screen.
New Landing Page
Equipped with our thorough branding guidelines, we created a new landing page for the Populace website.
It serves to inform readers on sport basics, the mission of community through disc-golf, and links to merchandise availible for purchase.
Art Bundle
The three graphic designers on the Populace team were each tasked with creating an art bundle illustration that flexed between a t-shirt, a tote, bag, a disc design, and a baseball cap.
I wanted to play with the slogan ‘fly off course’ and create a subtle nod to the organizations origins, New York City, with a flying pidgeon design.
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