The Center of Order and Experimentation
Brand Strategy, Naming & IdentityThe Center of Order and Experimentation (COE) is an imaginative retail concept created by Jean Cate of Martha Mae and Julie Purpura of Avenir Creative.
I worked with the founders to clarify their vision before developing the name or visual identity. Through a series of strategy sessions, we established a framework built around two seemingly opposing ideas: order and play. That thinking informed everything that followed, from the name and identity to the brand's visual language and messaging.
Services︎︎︎ Brand Strategy, Naming, Creative Direction, Visual Identity, Brand Messaging
The strategic framework that guided the project, balancing seriousness and play.
We started by exploring what Jean and Julie wanted to create, why they wanted to work together, and what each would bring to the business.
Through our conversations, two themes emerged: seriousness and play. Rather than choosing between them, we made the tension between the two central to the brand.
Through our conversations, two themes emerged: seriousness and play. Rather than choosing between them, we made the tension between the two central to the brand.
With that foundation in place, I explored nearly 75 names before arriving at The Center of Order and Experimentation, or COE. The name captured both sides of the concept: structure and utility, with a little room for the unexpected.
The visual identity followed the same thinking, combining a structured, utilitarian aesthetic with playful details.
The visual identity followed the same thinking, combining a structured, utilitarian aesthetic with playful details.
I developed a flexible identity system with primary and secondary marks, typography, and color. The system was documented in a set of brand guidelines to make future applications consistent and easy to execute.
The same thinking carried into the brand's language. I developed messaging that balanced the more serious, institutional character of the name with moments of humor and personality.
Photography courtesy of Paul Octavious.