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Church Street has a very specific aura, one that can be easily identified as being both familiar and authentic. It really isn’t too hard to feel comfortable while walking up and down this brick walkway, even if you don’t call Burlington home. The colors, typography, and people that are found here all work together to create the experience that is Church Street.

Both during days as well as nights, the street possesses a very romantic atmosphere. The lights that decorate the trees and light the street at night are a huge part of this. The space attracts a young crowd, making it much more fun and youthful than other city streets. Much of the reason people flock to Church Street is to have a good time. It is extremely important that I communicate this idea through my branding process.

Initial StudiesConcept

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The type used throughout the poster, mark, and spread, varies quite a bit. In order to create a unique mark both on the poster and apart from it, the typeface Myanmar was used and adjusted to create the “Church Street” text in both places. The slight curves and lines of this serif font as well as the interaction between the touching letterforms communicates the youthful aspect of Church Street in an effective way. The size of this type was very intentional as well; on the poster, it was necessary for the type not to overtake the rest of the design. When used in the mark, it was important for the weight of the type to match the weight of the rest of the mark.

The type used in the spread is much different. Here, Avenir Black is used for the title. The thickness of this typeface is perfect to match the quality of the lines found in the poster. Myanmar is not appropriate for this part of the design, as the contrast and curves in the letterforms creates too much of a disconnect between the sharp and geometric lines found in the poster composition and mark.

For the body text of the spread, I used Bodoni 72 in both book and italic fomrs. While a serif font implies more of a classic look that doesn’t necessarily go with my theme, the curves found in this typeface reflect those found in Myanmar. However, Bodoni is a much more functional typeface for body text than Myanmar.

Originally, I had attempted using a script done by hand. One of the iterations, as seen to the right of this text, appeared to work well but did not work successfully with the poster.

Typeface AnalysisThumbnail Sketches

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Poster CompsThe following pages contain the four previous renditions of the final poster. The initial explorations were mainly photographs with either a hand done script or a serif font. They then progressed to a photoshopped combination of two of these photographs, one with the boca and the other a close up of graffiti found in an alleyway off of Church Street. The final rendition then explores the idea of creating solid shapes over the graffiti-made shapes.

Color PaletteThe color palette for the poster is dictated by the photo it is made up of. This color palette can then be seen throughout the mark and spread as well. The majority of these youthful colors are shown below with most of them having a color in a shade lighter or darker than the actual color itselft. These colors translate the depth seen in the poster to the mark and the spread. Without this depth, they would be flat and unrelatable to the poster.

Glacier# 86B5C9Half Baked# 92C5D7

Fern# 69B762Fruit Salad# 589953

Roof Terracotta# AF2025Old Brick# 931C25

Sunflower# E9C21ESaffron# F4D13B

Tarawera# 0C3C56Tiber# 072D3A

Tango# E97524

Black# 000000

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The final poster, with youthful colors and a familiar tone, possesses all the components of experiencing Church Street. The playful tone given off by the colors and typography as well as the familiar geometric shapes and romantic boca effect all represent the aura of Church Street.

Final Poster

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Designing the spread for this concept became easy once the mark was created. The solution was to break down the poster to a simpler form with geometric shapes and a simplified color scheme. For the spread, I simply translated the composition of the poster, changing the orientation of the layout to landscape.

The boca is reflected through the organic circles scattered on a diagonal through the center of the spread. An opacity layer has been applied to the circles in order to mimic the effect even more.

Translating Poster to a Spread

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The mark, created through matching the angles and colors found in the poster, has taken out the majority of the thick, black lines, leaving only the most significant aspects of the poster behind. The shape of the mark resembles Vermont, giving it a familiar feeling along with connecting Church Street to the authenticity of the state. As with the poster and the spread, the mark maintains the youthful color scheme.

The mark can either be placed with the “Church Street” type or without it; it can function either way. However, the type does add the romantic feel of Church Street to the mark that it does not have otherwise.

Mark

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Sources“This Holiday, Give Meaning.” CHURCH STREET MARKETPLACE. N.p., 17 Nov. 2015. Web. 14 Dec. 2015. <http://www.

churchstmarketplace.com/blog/this-holiday-give-meaning>.