Branding + Design + UI/UX + Layout

Paper Jacket

Paper Jacket came to us looking for a brand refresh. They were moving out of doing video and marketing and wanted to focus on just video. We started by updated the logo, making the hyphen into a play button to really bring home what they were focusing on, video. The typeface as well as the subtle curve we created brings forth this sense of motion, and fun spirited that is Paper Jacket.

For the branding I wanted to take parts of the logo as well as what they do and weave that into their brand. I created two patterns to be used in different circumstances. A play button pattern that used to anchor text, or images and give the sense of motion and movement, a subtle nod to video. And the equipment pattern that would be used as background element to fill space, draw attention or lead the eye; t was created with custom icons of equipment that would be used for the four services they provide - Video, Photo and Podcast as well as equipment used to express the Paper Jacket personality, such as headphones, sun glasses and coffee cups.

I wanted the branding to be expressive and bold, without having to say to much. It’s minimal and striking, yet doesn’t lose it’s personality and has a friendly demeanor to it.

The Branding starts with the logo, that sets the stage for what kind of personality a brand will have. That personality then starts to take shape in the stationary and marketing elements, I start to create assets like illustrations, custom icons, patterns and typefaces to help tell the story of the company. Those elements and tone then gets flushed out in a website, putting all the elements together. Since Paper Jacket created bold, fresh, eye-catching content in video, photo and audio form I had to make sure their brand reflected their work.