NATASCHA MEHRABI

WHAT? The Oxford Trust was converting part of The Oxford Centre for Innovation into a hackspace, education and prototyping facility.  "The Basement" brand design and identity needs to be created for the new space.

 

DESIGN BRIEF: The brand is aimed at a younger generation of tech-startups as well as for schools and members of the hackclub. It should inspire a community feel and represent the 'creative' side of science. Branding material and graphics were needed for print and digital communications material as well as interior design elements. 

 

Using a circuit board as inspiration I designed a cog to be used in the logo that had an abstract acrylic paint feel - portraying the imperfect side of creativity. This contrasted the structural side of science by placing the artwork in cogs, where each cog represented different strands of "The Basement" brand. I used circuit board elements to link together the physical interior space of the "The Basement", mapping out the different areas using colours of the circuit.