— Art direction
— System design
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.
Capture KINGDOM’s warm and playful spirit whilst also creating a platform to let the featured brands tell their own story.
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.
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.
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.
Moodboard Route 1 – Bubbly and fun
Moodboard Route 2 – Minimal and elegant
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.
Moodboard Route 3 – Brave and sophisticated
Digital style guide
KINGDOM’s online presence expresses strong ethical values, celebrates brands they stand for, and opens avenues for others to join too.