For the new initiative supported by Meryl Streep, Nicole Kidman, and Oprah Winfrey, we wanted to capture the Lab’s primary mission and values. A space that mentors and nurtures the voices of mature and underrepresented women in the film industry.
As part of the design research, we examined different type directions based on themes explored. From traditional serifs to playful sans, the design journey led us to choose a newly released typeface called Scandia. The clean typeface and color based on a ballpoint pen’s blue ink provided vibrant confidence to the new identity.
We presented the design direction after a series of interviews and research. The presentation below is a snippet of the design process given to the client. The ellipsis, a punctuation mark, transforms into a visual device that alludes to the three founders, the three-act structure in writing, and the knot of hair braids.