03 → Dodd Creative Supply Branding
As an art director with the Layton Design Studio at the University of Georgia, I collaborated with a team of designers to conceptualize, develop, and execute a brand identity toolkit for an art supplies store inside the Lamar Dodd School of Art.
Primary Logo
Secondary Logo
Dodd Creative Supply is a retail space that serves the artistic and educational community of the Lamar Dodd School of Art. It is a vital part of the school, supporting students by providing access to art supplies and the tools needed to create. As part of its mission, it also gives grants to sustain the arts. When you shop at DCS, you support artists tomorrow.
Our team facilitated client meetings to define the problem and scope of the project. We initiated collaborative workshops to create three unique and relevant brand concepts. Our process included mind mapping, curating visual research, and developing three directions for the brand’s name, personality, and visual identity.
My role in this process involved facilitating a visual identity workshop. The primary goal was to understand my classmates’ perspectives on the potential visual direction of the brand. To achieve this, we asked everyone to create a mood board and explain the thought proces behind their ideas. This collaborative effort led us to identify three strong and promising visual directions worth exploring further (pictured below).
The name Dodd Creative Supply was chosen for its familiar while professional tone. From there, we created a color system that reflects the colors available through the Risograph printer.
Based on our research, we developed a concept that incorporates contemporary design and Risograph printing—a resource the client uses daily. This concept encapsulates a bold, modular approach that mirrors the dynamic nature of the arts and is flexible to change. Utilizing collage and RISO printing, this approach reflects creativity, adaptability, and the dynamic energy of the art school creating space for new possibilities. Our creative decisions were driven by our client’s limited resources and access to software, ensuring accessible implementation the brand’s identity. We made a template system for social media posts and fliers where the client can place logos and text to create promotional material.
Example Flyers
As a team, we collectively took on various roles to complete the final product. My primary responsibility during the project's creation phase was refining parts of the logo based on feedback from our client following the first round of revisions. The primary objective was to enhance the safety pin element while emphasizing the word "ODD," which reflects a popular saying within the Lamar Dodd School of Art:
"Keep the Dodd Odd." To achieve this, I worked on making the safety pin appear more intricately intertwined with the letters.
Additionally, I experimented with textures that preserved the logo's color while adding visual differentiation.
Before
After