Little Oak
Brand Identity ⋆ Art Direction ⋆ Graphic Design
Year: 2023
Organisation: Jen Li Wan
Blurb: A self-driven branding exercise for a property brand based on an old client brief provided by Rumble Strategic Creative. This project was purely for creative practice. Name concept credited to Rhys Venning.
The Brief & The Goal
The brief that this exercise was based on detailed that the new development was targeted towards young families looking for a place to build their future. More specifically, this property was to be marketed as a boutique, close-knit neighbourhood with strong connections to nature and proximity to parks/amenities for that dream suburban lifestyle. The idea behind the beautiful name ‘Little Oak’ was that it echoed the history of the land—paying tribute to the trees that were felled to clear the way for life to flourish. It also exudes a welcoming sense of warmth, with the Oak specifically acting as a life-affirming symbol representing longevity (Credit to Rhys Venning). So, my goal for this brief was to champion these sentiments and ensure that this narrative formed the DNA in which the brand’s visual identity would be derive from.
The Idea & The Magic
The final identity leans into the organic and down-to-earth aura of ‘Little Oak’ as a name. The logo’s design was specifically inspired by the idea of young families being able to ‘take root’ in this new development—whereby, the flowing extensions invites viewers to imagine this future. The soft suggestion of an enclosure also alludes to the idea of a close-knit community and a safe home. The simple typeface lends itself to the idea of stability and longevity, pairing nicely with the symbolism of the name. Through playing with hues, the colour palette puts a modern spin on a grounded, earthy colour combination—allowing Little Oak to sit uniquely against its contemporaries. The organic forms are abstract representations of oak leaves and are applied in a free-flowing manner to inject a sense of play into the brand. They also convey that ‘Little Oak’ is a breath of fresh air—the fresh start with an abundance of possibilities that all families dream of.
