Urban Blooms
This project focuses on building a modern visual identity for a fictional urban greening initiative. The goal was to create a system that feels both structured and organic, reflecting the contrast between city environments and natural ecosystems.
The Logo
The Urban Blooms logo was developed to reflect the balance between structured urban environments and organic natural growth.
Early explorations leaned heavily into traditional botanical branding, incorporating script typography and detailed floral elements. While visually appealing, these initial directions felt too delicate and illustrative for my taste. It creates a disconnect with the bold, modern layout of the overali design system.
During iteration, the logo was refined to better align with the project’s visual language. The final direction shifts toward a strong, typographic mark paired with minimal, geometric plant forms. This approach maintains a connection to nature while introducing a sense of structure, clarity, and scalability.
Key Visual for Brand Identity
A hero campaign asset establishing the visual direction for Urban Blooms’ brand and editorial materials.
This piece functions as a campaign key visual, setting the tone for Urban Blooms’ broader brand system. It establishes the typographic hierarchy, color palette, and graphic language used across supporting materials, including editorial and informational layouts.
Service Overview / Informational Layout
A branded service explainer page within a larger design system
This piece functions as a layout of the service overview, translating Urban Blooms’ mission into a clear, structured information. The design emphasizes readability and hierarchy through repeated modules, icons, and alternating sections. It extends the established brand system into a functional format, balancing visual consistency with user-friendly communication.
Founder Spotlight
A personality-driven brand asset that introduces the face behind the mission
This piece functions as a founder spotlight, introducing the personality behind Urban Blooms. The design combines bold typography with organic visual elements to create a sense of warmth and approachability. By integrating portrait photography with the established brand system, the layout reinforces trust, authenticity, and community connection.
Editorial Newsletter Layout
A branded editorial spread for a recurring publication
This piece is a branded editorial layout for Urban Blooms weekly newslette, Floral Frequency. The design combines strong typographic heirarchy with a structured grid system to present a mix of feature content, updates, and community information. Balancing readability with visual interest, the layout integrates photography, sidebars, and utility sections to create a cohesive and engaging publication.