Building Brands

Brand Refresh and Design :: Geekend / GRIT :: Savannah, GA
Part I Project Overview :: Geekend 10
The Creative Coast celebrated the tenth year of Geekend, and as they were planning, decided it was time for the venue to grow up and lose the robots (without taking themselves too seriously).

They also needed help with the conference, including planning and design for all media types. But their budget was zero. Wherever I may be I invest in my community, so I took this on in my ‘spare’ time.
Our Team
Bethany Armstrong :: Facilitator, Designer
Aleshia Howell :: Program Director, Creative Coast
Blake Ellis :: Acting Director, Creative Coast
Jen Bonnett :: Executive Director, Creative Coast
Murem Sharpe :: CMO, Micro C Imaging
Clinton Edminster :: Owner, Starlandia Supply
Laurie Zipperer :: Project Manager, Codebase

Part II Project Overview ::
Geekend Rebrand / GRIT
Brand Designer
Apr 2014 - Mar 2015
During the tenth Geekend we wanted to announce important change to the program. Geekend wasn’t working for the community in the way it had originally been designed to perform, and part of the reason was the name, Geekend is limiting; the name implies a self-identification as a geek, and a propensity for technology.

Perceptions that instigated the rebrand:
•  Geekend is only for tech people 
•  Geekend is only for geeks
•  Geekend is only for experts and super smart people, not tech curious or those new to the community
•  “Geekend” implies Weekend
•  No one wants to sponsor — they don’t understand what it really is or who it’s for
Part II Continued ::
Geekend Rebrand / GRIT
Brand Designer
Apr 2014 - Mar 2015
The Creative Coast needed to get back to their mission, and to re-imagine what Geekend would be — a more inclusive event that also provided events throughout the year, not only on one designated weekend — to serve Savannah’s Entrepreneurs, Technologists, Creatives & Makers.

The process I led with the group involved a series of brainstorming sessions with mind-mapping, affinitizing, and writing and took place over several months. During this invaluable time, we identified central values and themes, which allowed the new brand — GRIT, to emerge.

GRIT is Geekend ReInvenTed     —     Savannah’s got GRIT
Part II Continued ::
Geekend Rebrand / GRIT
Brand Designer
Apr 2014 - Mar 2015
Next I led the group through writing their updated mission and vision; 

GRIT MISSION
To foster and grow the regional innovation economy by showcasing accomplishments, introducing new ideas, and connecting people passionate about building products, companies and experiences.

GRIT VISION
Putting Savannah on the map as a tech hub and center for innovation. 
Part II Continued ::
Geekend Rebrand / GRIT
Brand Designer
Apr 2014 - Mar 2015
From here the visual design work began. I took the tack of reviewing the brainstorming processes and researching more on Savannah. I found historical maps on Library of Congress website, and through exploring the maps I unearthed the cities movement and growth throughout the years. This process helped me to identify textures and shapes I would associate with the word-mark. When deciding what typefaces to add to the system I went back to the mission and vision, and paired the mark with typefaces that evoke sincere authenticity, but remain playful and current.