Context

A fluid brand identity for the Toronto based aquascaper, Alex Vella aka Alexscapes. Read more to discover our process and explorations in building the identity.

Aquascaping is an art form that involves crafting beautiful landscapes underwater. Considered to be a very niche scene, brand identities often share a similar visual identity and easily blend together.

Challenge

Taking into consideration the demographic and brands within the niche space, I wanted to ensure that my client was able to differentiate herself amongst her fellow 'scapers.

I felt strongly that building a new identity with an unconventional visual approach would create flexibility for exploration and adaptability.

Research + Exploration

Before diving into the brief, I will often do a speed-dump of typographic layouts in quick sketches. This allows me to explore the relationship between characters or symbols I might be using in the final design.

In addition to her moniker, I wanted to explore possibilities of a complimentary symbol or item, such as an aquarium or building blocks that represent an ecosystem coming together.

These early findings inspired the process and development of the final design.

Direction + Focus

We agreed to prioritize our focus around three key areas which were integral to the make up of the brand identity: 1. Contemporary, 2. Unconventional, 3. Dynamic.

These key areas are achieved through competitor research, and finding subtle ways to differentiate our brand in this niche industry. A dynamic wordmark aligns with the evergrowing, organic characteristics of her aquascapes. The wordmark is representative of the organic growth of aquascapes, as they reshape and grow overtime in their environments.

Final Product

The final brand mark is a representation of my client's appreciation for all things aquascaping and motion design related.

A typographic mark that fits our three main pillars and has opportunities for growth in its scale and personality.

To compliment the final mark, is a geometric piece meant to symbolize the aquariums used for aquascaping. Building blocks that come together to create a beautiful ecosystem.

For more on Alex's work, please visit her shop at alexscapes.ca.