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
Color
Trust Blue
#3D4E9A
Deep Green#006B54
True Green#00A37C
Soft Green#66CDB8
Pale Mint#DDF5EF
Sub Blue#50A2DA
Light Blue#A8D4EE
Base White#F8FAF9
Ink Black#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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