LinkedIn SF222 Cafe
Brief: Create warm and inviting graphic for two areas within LinkedIn SF that speaks to locality and existing cafe name: Nourish. Quick turn around needed.
Roles: Designer, Illustrator
Programs used: Photoshop, Procreate, InDesign, Illustrator
Creative Director: Oliver Frend
Proposed Concepts/ Mood Boards
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01 Nourish
Where there is opportunity, there is growth. In this concept, we explore the initial concept of “Nourish” in the Cafe on a deeper level as we explain someone’s growth in their life, career, and goals through the articulated illustration of plants and greenery. As we see varying types of plants and we are also witness to the diversity and fun that happens within LinkedIn and the collaboration that takes place everyday.
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02 Parts of a Whole
This Concept is looking at LinkedIn and the network that it has built consisting of its colorful, fun, and vibrant individuals. Here we celebrate their individuality in the varying shapes and colors that run through the piece while also recognizing that ultimately, what they make up is a beautiful network of composed cohesion.
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03 Better Together
Here we take a closer look at what collaboration, teamwork, and effective communication can look like in a literal sense through fun and expressive illustrations that’s composed of playful, simple shapes and bright, bold colors. With the cafe being such a communal space, it can easily be seen how expressing collaboration through a contemporary illustration style makes sense.
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04 Bold Moves
This concept is based off of creating a simple composition through confident and continuous mark-making. This confidence and making one’s mark is seen throughout LinkedIn time and time again. On these walls, we celebrate the courage, boldness, and tenacity of those willing to pave a path for themselves and for others.
Research/ Exploration
With concepts 01 and 02 chosen, research towards content began. Cover plants native to San Francisco: a plant used primarily to slow erosion, improve soil health, enhance water availability, smother weeds, help control pests and diseases, increase biodiversity and bring a host of other benefits.
These plants became the base for the illustrations that we moved forward with.
California Bay Laurel
California Poppy
Morning Glory
Strawberry
Coffee Berry
Cattail
Sketches
01 Nourish
Illustration consists of cover plants native to San Francisco. Sketches started to explore what a line based approach could look like in a composition. Approved and moved forward with illustration style for location 1.
02 Parts of a Whole
As the other chosen concept, we started to play with a more abstract and playful approach incorporating hand drawn typography that communicated flexibility in the workplace, giving the abstract shapes more context. The client liked the boldness and playfulness that came out of this study and wanted to see it incorporated in concept 01.
01 Nourish + 02 Parts of a Whole
Stylistic mixture of concept 01 and 02. We moved forward with this illustration style for location 2.
“Wall mural of plants native to San Francisco growing and flourishing in harmony with one another. The plants chosen are specifically cover plants known to nourish the ecological environment. They slow erosion, improve soil health, control pests, and diseases, etc. This shows that as we grow together, we also have the opportunity to help those around us grow to be better and stronger in the process.”
Here we have 2 styles for 2 areas of the cafe. One is more sophisticated in its palette while the other is more playful. Both invite the viewer to experience a graphic that conveys warmth through a hand drawn approach.
