Brief

Roya is a local artist who makes chainmail accessories and is inspired by dark fantasy and modularity. She wants to establish a brand that represents her work and looks modern.
She has one rule, no fixed colors.

Approach

After understanding the nature of the product, I approached the brief with having modularity in mind.
Rather than introducing a traditional brand structure, I focused on a system of rules and building blocks that Roya can combine on her own, and be creative with the identity, without building everything from scratch.

Font, grids, patterns, custom tool

The font is made on a grid system, Roya can use the font to communicate with her audience in a consistent style.

I built a custom tool that generates frames, patterns, motion, colors and textures, so she can make new assets in the same visual language for any collection, event or situation.