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Kingdom

Kingdom

Building community around ethical choices

— Branding
— Art direction
— System design
— UX/UI


Context 

KINGDOM founder Hannah Pho has a big heart for others. She started the organisation KINGDOM as a way to build community and support people that are dedicated to making ethical choices that lead to a positive future.

Brief

Capture KINGDOM’s warm and playful spirit whilst also creating a platform to let the featured brands tell their own story.

Process

A series of meet-ups and discussions led us to define Kingdom's ambitious mission and describe the Kingdom brand as a 'Daring Believer'. This concept became the lens for all the branding elements from colour to typography and composition.

Outcome

A supportive platform for individuals to learn how their fashion choices contribute to a sustainable future. Starting with conscious, ethical decisions about what clothes to wear helps form more conscious choices within other facets of life.

1

Research and branding

Two contrasting visual direction moodboards were created to get a sense of where the re-brand should be positioned. Route 1 explored visualising Hannah’s bubbly, friendly nature (and love of brightly coloured red lipstick). Route 2 was the more mature version.

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Moodboard Route 1 – Bubbly and fun

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Moodboard Route 2 – Minimal and elegant

2

Refining the brand style

We decided to create a third moodboard using the simplicity of Route 2 as a foundation whilst layering some bright and striking elements of Route 1. A digital style guide was born to structure all of these elements and decisions.

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Moodboard Route 3 – Brave and sophisticated

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Digital style guide

3

Digital design

KINGDOM’s online presence expresses strong ethical values, celebrates brands they stand for, and opens avenues for others to join too.

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All projects

MilkboyProject type

KingdomProject type

RecapProject type

Little MiraclesRaising funds for kids with Muscular Dystrophy

Salvos StoresRe-branding a digital platform for recycling pre-loved goods

KeplerDesigning a space-inspired waterbottle