Matthew Kee / Work / Brand Identity

Spare Ground

Every empty lot is a garden waiting to happen.

See it in the 3D portfolio Spare Ground

An identity for Spare Ground, a charity turning empty city lots into community gardens.

The mark is drawn from the plan of a garden: four beds, a shared path and a bloom where the paths meet. A modular plot pattern carries it from a six metre hoarding down to a seed packet.

Brief
A charity turning empty city lots into community gardens needed an identity neighbours and volunteers would rally behind.
Process
I started from the plan of a garden: four beds, a shared path and a bloom where the paths meet. That mark grew into a modular plot pattern.
Outcome
A mark, guidelines and a system that runs from a six metre hoarding down to seed packets, tote bags, badges and social posts.
Disciplines
Brand Identity, Urban Graphics, Motion
Tools
Illustrator, InDesign, Photoshop, After Effects
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