HeartLab is an art studio where anyone can bring their creative experiments and ideas to life. The studio is located in Frankfurt am Main, Germany, so the project was made in German. In HeartLab visitors can draw and paint, attend workshops, art seminars, celebrate birthdays, do photoshoots, and have parties. The major target audience of HeartLab is mothers with their children, so the client’s request was to attract teenagers via graphic identity system.
My goal as a designer was to develop an identity that would make the brand provocative and sophisticated at the same time. The metaphor of the brand is an intelligent hooligan: figuratively speaking, a person who teaches academic painting during the day and paints graffiti and raves at night. That is why I have chosen the following style constants: quite arrogant gold frames of different proportions, stencil font and smudges of spray paint. Also, the heart is a constant too — this is a reference to the name “HeartLab”. Furthermore, I have consciously rejected capital letters, which violates the rules of German grammar and further emphasizes the hooligan character. Moreover, all typography should be inside the graphic golden frames to depict the art and exquisite character. I have chosen stencil font, called Cera Stencil to depict the street art, graffiti, vandalism character. The background of all mediums preferably should be dark, and photos of artists and speakers should be black and white in order to emphasize the provocative style and to make the contrast with bright colors of graphics.