Diversionary Theatre is the third oldest LGBTQ+ theatre in the nation. Their mission is to provide an inspiring and thought provoking theatrical platform to explore complex and diverse stories.
Task // Diversionary Theatre did not have an existing visual identity system to create a consistent look and feel across seasons and shows. Their previous logo presented challenges including technical reliance on a complicated gradient and inflexible application, and a potential perception of exclusivity vs. inclusivity.
Process // We began with conversations with the board and the community to gain a full understanding of how Diversionary is currently perceived. Through an inclusive process we were able to reflect Diversionary’s genuine evolution in serving both San Diego theatre and the LGBTQ+ community at large. The new brand identity needed to evoke a sense of inclusion, evolution, energy, and artistry with a nod towards a historic legacy, as well as allow for each season and show’s unique designs.
Final Product // The root of the name Diversionary stems from diverse and visionary. We pulled inspiration from the theatre's colorful philosophy and incorporated two historically relevant and symbolic triangles, into the logo design. The tagline, This is Your Theatre, was born from the concept that the theatre is a safe space for all individuals to express themselves, be vulnerable, valued, inspired, and see their story portrayed on the stage.
Scope of work // Brand Messaging | Brand Strategy | Brand Identity | Custom Photography | Season Artwork | Editorial Design
Diversionary's Season 32 incites the conversation of what it means to be an American, and the evolving, sometimes illusive nature of this identity. While these shows are resonant politically, they are also profoundly accessible, character-driven stories everyone can relate to.
Task // We were commissioned to ceate custom artwork and photographic libraries for their newest season.
Process // In order to grasp the essence of the season itself, we researched the pieces in depth to extract meaningful nuances we could reference visually. The thematic tie-ins to each show came about by interplaying historic photographs with illustrations.
Product // The final designs are aesthetically simplistic, lively, mysterious, and cohesive as a whole. They each embody the season's central theme of navigating the complexity of identity.
Scope of work // Art Direction | Graphic Design | Custom Photography | Editorial Design | Exhibition Design
Kindara is a software company that created the most powerful and trusted fertility app along with Wink, the only Bluetooth-connected Basal Body Temperature (BBT) thermometer on the market that connects with an app.
Task // Rebrand visual identity system, including logo, to reflect Kindara's mission to equip women with the tools, knowledge, and support they seek to help prevent or achieve pregnancy through fertility awareness.
Process // The previous logo was a complex lotus flower and there was a need for a new and minimalist design that emulates simplicity, movement, and strength. Additionally the new identity and logo should reflect the high tech nature and accuracy of the tools and app. The idea behind the new designs came from exploring the natural significance of geometric forms.
Final Product // Logo and brand ID emulate the flow of information and the cycle of life, while maintaining a high-end, minimalist design aesthetic.
Scope of work // Branding | Logo Redesign | Typography | Iconography |Custom Photographic Libraries | Exhibition and Editorial Design
Cameron Gharabiklou, a San Diego attorney and genuinely great human, is running for Lieutenant Governor of California. He plans to use the office to engage and unite Californians of all backgrounds, races, religions, and lifestyles.
Task // To create a brand that incites a conversation and inspires a sense of resistance and hope that all voter demographics can access.
Process // Simpatika partnered with Studio Adam Prince to ideate and create a concise visual direction for Cameron. We conducted a series of in-depth client intake sessions in order to fully grasp the campaign objectives and core values. Deep rooted in the heart of the campaign is California, and it's responsibility to lead the way for the rest of the country. Through extensive competitive research we were also able to get a clear layout of the political landscape.
Final Product // The design system we developed pivots primarily on the concept of accessibility, which is key for the brand's consistency, as it launches across multiple outlets. The driving visual component is California's initials CA, which also coincide with the first two letters of Cameron's name. We distinctly highlighted the initials with an animated cursor, suggesting a story yet to be written and the potential for new spaces of collaboration and resistance. We selected Fira Sans for the type system, an Open Source typeface that effectively balances the collaborative nature and digital savviness of the campaign. Lastly, the iconic golden-yellow reflects the energetic spirit of California and promotes campaign recognition.
Scope of work // Brand Strategy | Brand Identity | Photographic Applications
NextCurrent is a business strategy consultancy and their mission is to increase the intrinsic and extrinsic value of start-ups, existing business, and causes through strategic consulting that improves cultural, financial, and company or venture-specific outcomes.
Task // The main goal was to craft an identity that communicates a vast divergence from a typical consultancy. NextCurrent takes a bold and transparent approach to their work, and we strove for a balanced visual representation of these values. Additionally, the company is spearheaded by a husband and wife duo who embody a balanced and collaborative essence.
Process // Through a series of client intake sessions we established the main concepts to focus on as movement, connection, and evolution in time. We sketched various geometric shapes in search of a form that symbolizes the endless flow of information and ideas, paired with a spark of disruptive energy.
Final Product // The end result was a bold, edgy, and fluid brand identity. The primary visual logomark incorporates the juxtaposition of hard lines and curves emulating an hourglass, a wave-like "X", representative of infinite connection and balance. We also incorporated a bold, bright red "slash" visual element to energize and disrupt the expected flow of information. A unique visual treatment we applied to the business cards was the splitting of the "X" in two, each partner has a half of the X and when joined together they complete the shape.
Scope of work // Brand Identity | Digital Strategy | Photographic Libraries
Tyler Matthew Smith is a musician based out of Santa Cruz, California. Through the dynamic use of harmony and horn, Tyler Matthew Smith has created an inspiring blend of Rock, Soul, and World music.
Task // To create a visual style for Tyler's sophomore album, Jagged & Raw, including album cover design, photography, music video creation, and website design.
Process // Moving through a brand identity process, defined the essence of Tyler's message in his second album, which exposes his fears and emotional depth of his dreams.
Final Product // The resulting album cover and overall visual style depict a fragmented and disillusioned portrayal of reality.
Scope of work // Art Direction | Album Cover | Custom Photography | Music Video Direction + Production
Dr. Christie Jackson offers family friendly eyecare and optometric services in the small Tahoe mountain community of Truckee, California.
Task // To craft a logo and brand identity that is professional and welcoming, as well as a supporting graphic for younger patients.
Process // We extensively researched optometric history as we crafted a scientifically and geographically relevant solution.
Final Product // The resulting logomark is an adaptation of a functioning optometric tool (the clarity of the vertical lines vs. the horizontal lines tests astigmatism), with color applied to also represent the two most iconic symbols of Tahoe, the mountains and the lake itself (here depicted in a reflection of the mountain.) Additionally, a family friendly graphic of a local owl species sporting ski goggles was delivered as an asset for use on scrubs and coloring sheets in the waiting room.
Scope of work // Brand Identity | Art Direction | Logo Design | Website | Custom Photographic Libraries
Samantha Paige is an artist, a mother, a BRCA previvor, a thyroid cancer survivor, and has become an agent of change in her own life and now lives to inspire others to do the same. Last Cut is a multimedia documentary project asking the big questions in life and taking a look at the significant decisions or “last cut moments”.
Task // To create an intimate yet minimalist visual representation of an evolving brand. Although the central message remains the same, the project continues to expand across a wide variety of outlets so it was key to create a consistent visual language that could translate across multiple mediums. Last Cut is a photojournalistic diary, it is a podcast, it is video ad campaign, it is an art show, and it will continue to be so much more.
Process // Samantha wanted to feel like browsing through her website was like walking though an art gallery; minimalist, clean, and ethereal. As part of our creative research, we visited a handful of art galleries and museum exhibits to gain perspective on the user experience. When we have an opportunity to create an logo from scratch, we take care of the smallest detail ensuring uniqueness in the result. We also explored the idea of cuts in the literal and the symbolic sense in order to apply that to the creative process. We also looked at subtle nuances that could be applied visually, slight shifts can add a different dimension to the bigger picture.
Final Product // The visual syntax we designed resulted in a bold, simplistic, yet highly refined composition. By employing unique typographic enhancements, we created a cut or a divide across the logotype, allowing the word to communicate visually with versatility. The website is minimalist and consists primarily of impactful black and white photographs of Samantha's documentary.
Scope of work // Brand Identity | Art Direction | Logo Design | Website | Editorial Design
Temple, a movement and meditation Santa Barbara-based studio, aims to empower its members to achieve balance within themselves and within their community.
Task // To craft a logo and brand identity that communicates strength as well as surrender, a balance of opposites and finding power in finding your center.
Process // Delved into imagery and key symbols such as the yinyang symbol, meditative temples, and geometric renditions of balance.
Final Product // The resulting logomark represents the core, centered balance point between our masculine and feminine sides, with emphasis on their point of meeting. It eludes to the physical structure of the studio space and incorporates colors that represent balance and heightened awareness. The logotype contrasts this rigid geometry with a slightly curved, playful and eastern-derived typography.
Scope of work // Brand Identity | Art Direction | Logo Design | Website | Photographic Applications
Brisbane-based upcycling design company, Madeforward, recently evolved into an online platform showcasing high quality, upcycle designers around Australia. It is an ethical marketplace where people can purchase products knowing they are of high quality and in purchasing you are creating environmental and local benefits.
Task // Create a brand identity, logo, and website targeting an audience of consumers and designers looking for high-quality, Australian-made, locally-sourced products that happen to be from upcycled "waste" materials.
Final Product // Logo and brand ID represent a closed system (upcycled materials) as well as emphasis on forward momentum, while maintaining a high-end, minimalist design aesthetic.
Scope of work // Brand Identity | Art Direction | Logo Design | Website
Paddle Into Fitness pioneered the concept of standup paddleboard yoga, created the first teacher certification program, and offers courses in paddle fitness and water safety.
Task // Roxy athlete and Paddle Into Fitness founder Gillian Gibree, asked for a company rebrand to expand their target demographic.
Process // Previous identity featured a woman in a yoga pose on the water, however, Gillian wanted to place more emphasis on the non-yoga SUP classes and courses, and needed a logo that reached a wider audience for this purpose. Created a functional stamp logo for printing on paddles, hats, etc. depicting the speed of the paddle stroke with trailing bubbles.
Final Product // The resulting logomark combines elements of water and movement as do the color palette we curated. We also refined the photographic styles to portray an active and grounded lifestyle.
Scope of work // Art Direction | Brand Identity | Custom Photography
Downtown San Diego-based yoga studio, Yoga One, is one of the most established studios in the area, with an incredibly loyal following.
Task // Communicate a modern visual interpretation of Yoga One's long-standing slogan "Become One".
Process // Photoshoot with studio co-founder Amy Caldwell, and a digital rendering of her posture intertwined within the text - expressing playfulness, stability, innovation, and support.
Final Product // This design was applied to corresponding display posters and promotional pieces.
PowerShift is an biannual convening that brings together thought leaders, authors, and select innovators to forge new relationships and discuss top leadership priorities in organizations and society.
Task // Create an identity system to invoke energy and inspire collaboration.
Process // We collaborated with Studio Adam Prince to develop a fun, energetic graphic identity system for their inaugural gathering in San Francisco. The system was used across all supporting collateral: signage, name badges, informational booklets, dinner menus, and more.
Final Product // Attendee's official titles were struck from their name badges. Upon arrival, they were given a marker and encouraged to write in their dream title. Our tactic worked beautifully, reinforcing PowerShift's improvisational, playful culture and setting the tone for interaction and out-of-the-box thinking.
Scope of work // Brand Identity | Editorial Design
We partner with a variety of theaters a dance studios to create custom photography portfolios.
