Derek Hui—Design Process

Brand development and stationary design for Canada based photographer, Derek Hui.

He wanted a logo that can reflect the film like aesthetic and artistic engagements he exerts with each project.

Derek_Hui_application2
The customized hand written script embraces the natural/retro/organic essence that he wishes to convey and providing a sense of adventure.

The mark came a long way. Over the course of 70+ emails and 6 weeks, we finally nailed it.
After the first conversation, the briefing, I’d learn about the person and his/her pursuit of the career, the aesthetic that he/she like to achieve, and the value as well as story behind the brand. For brands that have a very strong and specific theme, I’d research for a mood-board to make sure we’re both on the same page. This is the mood-board I curated for Derek.
Derek_Hui_application3
The mood-board should reflect style, color, structure, and related emotions for the brand.

Once that’s done, it’s onto papers.
Derek_Hui_application4
The placement of the text is one of the most prominent feature for a retro logo.

Then, digital drafts. Derek_Hui_application5

And once decided on a particular direction, I’d refine it into the final mark. Derek_Hui_application6 Derek_Hui_application7

Scalability: Derek_Hui_application8
Since the script may be too complex when scaled down, an alternative logo are designed to suit those needs.

Potential text placements for sub-brands or Derek’s future endeavor.
Derek_Hui_application15 Derek_Hui_application22

For a full view of this branding, click here.

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