Brand Story
Finding a hobby is like sculpting.
I used the sculpting process as a metaphor for hobby discovery. This concept became the visual language that drives the brand.
I'm here — Vancouver, BC
Light
Overview
Try hobbies lightly, and find the one that's yours.
Hobbies often start with excitement but end in abandoned supplies. IN THE LIGHT is designed for the explorers celebrating the discovery process itself, making it okay to try without commitment until you find what sticks.
Concept
Three values drive the brand.
All hobbies begin with curiosity. This brand helps sustain that spark and nurture it into something meaningful.
01
OWN
Focus on finding hobbies
02
CONTINUING
To continue hobbies
03
LIGHT
Experience hobbies easily
Design System
The design system
I built the system around a grounded blue that establishes trust. Secondary colors and graphic elements bring energy while maintaining clarity.
Color Palette
Trust Blue
Primary color
RGB 61 78 154
HEX 3D4E9A
Sub Blue
Sub Color
RGB 80 162 218
HEX 50A2DA
Light Blue
Sub Color
RGB 168 212 238
HEX A8D4EE
Base Grey
Sub Color
RGB 245 245 245
HEX F5F5F5
Ink Black
Sub Color
RGB 32 32 32
HEX 202020
Logo System
Graphic Element
Application
Applied across touchpoints.
Business cards, packaging, posters, tote bags. Each touchpoint carries the same lightness the brand stands for.
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