Kadmium

Combining specialty art, design and architectural supplies with canvas stretching, inhouse picture framing, imported stationery and specialised art classes, Kadmium is much more than just an art store.

Through its market leading product range, convenient and integrated professional services, specialist art classes and experienced staff, Kadmium seeks to fulfil a diverse range of needs for the visual artist, designer, architect, student, hobbyist and art enthusiast. Kadmium aspires to establish itself as the leading creative hub that caters to the growing demands of Sydney's creative practitioners while promoting a sense of community through its offerings and operations.

I was approached to independently brand a new art and design supplies store located along Broadway in Sydney's thriving university precinct. This project involved brand strategy workshops, the creation of an identity with supporting guidelines and the rollout of the new identity over print, online and in-store.

The first stage of the project consisted of leading a series of brand and competitor analysis workshops to distill the brand idea and core values, define the target audience and establish a unique and confident brand direction.

Based on these insights, a visual identity was developed including a logotype, colour palette and typography. A library of brand patterns was also introduced to give Kadmium a signature visual language to help the brand to connect with its visually-astute target audience. Inspired by the abstracted shapes and repetition of tessellating art/ design supplies, these distinct patterns enhance brand recognition while reinforcing its contemporary industry-leading aspirations and instantly differentiating it from the monotony of conventional art stores in Sydney. A soft, pastel colour palette reinforces Kadmium's youthful and playful personality, further positioning it away from the traditional art shop stereotype and cliche competitor brands.

The rollout of this identity included all print collateral (business cards, flyers, posters), instore applications (signage, way finding, visual merchandising and staff uniforms) and the online store.
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