Jimmy Penna reached out to me to collaborate on an exciting project - developing the identity for the East Broadway lifestyle brand. We worked together to create a logo and some surface patterns, while carefully selecting brand colors that captured the brand's youthful and upbeat vibe. Our main goal was all about channeling that relaxed beach energy - think fun, carefree, and easygoing.

After discussing the details, I provided possible logo options. Sketch series 1a-d combined a handwritten logo with additional text about the year of foundation or a palm tree icon. The second option, on the contrary, included a text written in a font and small details written by hand. The third series assumed the use of palm trees illustrations combined with text or the abbreviation EB.

After weighing our options, we landed on the handwritten variation labeled 1c as the optimal choice for the brand's logo. From there, I spent time finessing the design until it became the final version. To ensure the versatility of the logo across various formats, I also created an alternative version that incorporated palm trees and was optimized for smaller print sizes.

Pattern Design

Moving on, we began working on two distinct patterns that could be applied to the brand's accessories. To maintain consistency with the East Broadway logo, we decided to incorporate the same sketch style of palm trees as a foundation for the pattern illustrations. This approach ensured that the patterns would seamlessly blend with the brand's overall aesthetic, delivering a cohesive visual identity for the products.

To avoid color distraction during the discussion of other aspects of the pattern, I usually present the initial pattern samples in black and white. This allows us to focus on elements used, filling density, and direction of element movement before considering color options.

After discussing the initial pattern samples with the client, we decided to finalize the first pattern, which incorporated leaves. We ultimately decided not to use the second pattern that featured palms. For the third pattern, the client requested some changes, so I refined it by replacing certain elements to better align with their preferences.

After finalizing the patterns, I presented three distinctive color schemes to the client, and they selected the first one. This vibrant and youthful color palette is now featured on all East Broadway accessories.