Hell Bay - Developed Deck


After getting feedback from my supervisor about how I could develop this visual identity, I prepared a new deck of mockups featuring my new designs. After working on the editorial for a quite a bit till I was happy, a lot of aspects like the posters and the menu’s just came naturally from one of the pages that I thought worked very well, the thicker line that winds down the page. When the visual identity becomes distinct and individual enough, some of the parts are incredibly intuitive to produce, because the identity has already been established. 




This shows the changes I made to the logo, just simplifying the sub header and laying it out more rationally, I think the structure of the logo definitely works better. 



The front and back cover designs overlap into one whole image of the line winding down. I’ve used this quite a lot within the designs however I like that its part of the logo but also incredibly integrated within the identity. It also contrasts the logo a lot because of the difference in line weight. The thicker line weight creates a visually intriguing, slightly more abstract composition. 








The proceeding editorial mockups show developments from the black and white designs that I did, adding in colour, simplifying some designs, and generally applying a consistent editorial style through similarly typeset text and application of the curved line and brand colours. 



The gift cards and do not disturb signs both have a waved pattern made up of the curved line. This was a more subtle way to apply the line and it has a very geographical and physical feel, resembling contour lines on a map or waves. Another consideration here was ensuring the branding/logo was prominent. 





For there menus and posters, I used a similar thick line going down as I have done for the cover and some of the spreads for the brochure. For the menus, I really liked the way the 2 interacted, thinking about them as physical things, you would stack the 2 together on a table. For the posters, I considered altering the lines so that when the alternating posters were pasted all together, the lines would connect. This would have been a nice idea, however thinking about the context of these being posters for a hotel, it didn’t really seem necessary because they wouldn’t put the posters up like this in the first place. 



For the coasters, I used the same contour line ‘esque pattern for the the outline of them. 

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