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Student Concept for Arcana Brand Redesign

Student Concept for Arcana Brand Redesign

Immersive nature retreat Arcana is located in hidden forest, a few-hour drive away from the city. Arcana offers an exclusive stay and memorable experience connecting with the power of nature. The cabins are clad in reflective stainless steel and are virtually invisible in the surrounding nature.

The identity system is rooted in the unique value of Arcana — bridging urban and wild, blending into nature. The logo design with geometric patterns interprets Arcana’s nature-connected experience, disappearing and blending into surroundings. The project aims to develop a hospitality brand with a flexible system, to apply in versatile contexts for the brand: print, web, mobile, collateral, motion, and space. It is expanding graphic design to space and diverse media and considering how graphic design and brand connect emotionally and aesthetically to the audience.

The logo has a checkerboard pattern that transforms into a monogram logo. The logo form showcases blending into the background that feels like a vague boundary between cabin and landscape.

I explored graphic system to various implementation to inspire guests of ARCANA. The look book is telling a story of ARCANA, how the cabin looks and activity information. I provide a diverse retreat experience people can enjoy staying at ARCANA. From toiletry, matches, and hiking or camp-firing merchandise.

I created a website which allows people to get information and book their stay. Different from print media, digital media can communicate with audiences in a more interactive way. So I tried to make an impressive opening page to make the audience immersed. Most of the content on the website works on hover over triggers by hiding and revealing image or text. That feature also intends to reflect the brand system. I also applied visual systems into social media as a digital marketing promotion introducing about new booking info, opening new site.

CREDIT

  • Agency/Creative: Jenna Hyeji Lee
  • Article Title: Student Concept for Arcana Brand Redesign
  • Organisation/Entity: Student
  • Project Type: Identity
  • Project Status: Non Published
  • Agency/Creative Country: United States of America
  • Agency/Creative City: Pasadena, California
  • Industry: Hospitality
  • Keywords: WBDS Student Design Awards 2022/23

  • Credits:
    Educational Institution: ArtCenter College of Design - Graphic Design
    Educator's Name: Annie Huang Luck

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