AWE brand refresh
AWE brand refresh
awe brand refresh
AWE (Act Write Entertainment) is an independent storytelling and production venture.
This project was part of the Work Integrated Learning subject of the Diploma of Graphic Design at Torrens University, and required both a brand refresh for AWE and promotional collateral for an upcoming theatrical production. Full creative freedom was given for the theatre production collateral; however, a kokopelli figure had to be included in some form in the brand refresh, as it was an integral part of the company’s identity.
The kokopelli was respectfully reimagined with improved scalability while retaining its recognisable character. An eye was introduced to represent storytelling and emotion, while the original clapper was replaced with the flute commonly seen in kokopelli artwork. The flute serves as both a visual swash and the crossbar of the letter A in the accompanying lettermark.
The lettermark was designed to integrate seamlessly with the logo while remaining strong enough to stand on its own. Three dots distinguish the W from the A, introduce an additional accent colour, and subtly form a face that can be interpreted as either the kokopelli or the people behind the stories being told.
To reflect the company's preference for earth tones, the palette centres on a rich charcoal brown that feels warmer and more human than pure black. An ochre-clay orange provides contrast while evoking the colours of ancient cave paintings, paying tribute to storytellers of the past. A light sandstone brown was chosen for the flute, referencing the traditional wooden instrument and visually linking the kokopelli with the lettermark.
The original AWE branding
