Visual Identity, Logo, Print & Brand Collateral, Merch
SERVICES
SPACE VISUAL IDENTITY
Project Description
SPACE, short for Sanctuary for Polk’s Art, Culture, and Education, is a nonprofit organization with a big vision: to build a creative hub in Polk County, Florida. More than just a physical space, SPACE aims to foster a thriving community for artists of all mediums, skill levels, and backgrounds. But before any of that could happen, they needed a clear and compelling visual identity. It had to communicate their mission, inspire local creatives, and grow with the organization. As a brand-new initiative with a passionate but nontraditional leadership team, SPACE needed help defining not just how it looked but what it stood for.
The next step was meeting with the team to help bring clarity and definition to the brand. While they had a strong vision and a deep passion for the arts, they needed help turning that into something concrete. Through a series of brand facilitation sessions, we worked together to define their mission, values, audience, and overall personality. These conversations weren’t just about visuals; they were about getting to the core of what SPACE is and what it hopes to become. This early collaboration laid the groundwork for everything that followed and gave us a solid foundation to build a visual identity with purpose and direction.
Once we settled on the visual direction with the stylescape, I dove into the logo design. I think conceptually when I create logos, trying to bring the brand’s values into something that feels alive, not static. The idea that stuck with me was simple but powerful: space is the area between two objects. That definition resonated because SPACE is all about community and inclusivity. You need more than one person to create that space. So I focused on playing with the spacing between the letters, literally pushing them apart to create more room.
Then, I had the spark to bring in the cosmic angle, imagining each letter surrounded by a circle, like planets in orbit. This blend of the conceptual and the cosmic perfectly captures what SPACE is about. The logo can spread out or come together, fit inside a circle or stretch across a layout, making it adaptable for many uses. It’s not just a mark; it’s an idea that reflects the creativity and spirit at the heart of the brand.
The logo system was designed to be flexible and adaptable, much like the community SPACE serves. It is not just a single static mark but a toolkit that can shift to fit different needs and contexts. Whether the logo is spread out with space between letters or brought together inside a circle, it maintains its strong visual identity. This adaptability means it can work across a variety of formats, from banners and social media to print materials and merchandise, without losing its impact. Having this kind of versatile system allows SPACE to communicate consistently while also staying fresh and relevant as the brand grows and evolves.
One of the more playful aspects of the identity is how we handle type. In select cases, letters from the logo can be pulled into headlines or short phrases to create a distinctive look. This approach adds a layer of visual interest while reinforcing the SPACE identity in a subtle but recognizable way.
THE OUTCOME
A lot of people have ideas—but not everyone sees them through. This project is what happens when you do. It’s the result of committing to an idea, exploring it from every angle, and not being afraid to take creative risks along the way. The final identity for SPACE blends two drastically different aesthetics into something that feels cohesive, expressive, and full of intention. It doesn’t just look intriguing—it reflects the values, spirit, and ambition of the brand at its core. That’s the power of following an idea all the way through. That’s what this project represents.
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