Think painting meets rage room. Splatter is a space where individuals can come and freely toss around paint to create abstract art while having a thrilling experience. We wanted this to feel like a totally freeing escape from the structure and predictability of everyday life where people can be creative and liberated. Such a unique idea demanded a highly individual identity on multiple levels, and so that's what we sought to create.
Mission : Being a space for anyone to experience freedom and release in a creative format.
Our audience persona was defined as Michelle who is a 27-year-old broker and is tired of the everyday predictability and boredom she faces. She enjoyed creativity but isn't especially skilled so she would be thrilled with an easy option.
We identified the unique position Splatter takes is being the only option for this specific format. They add value through the opportunity of freedom and escape they provide as well as the lack of barrier to entry.
With a strong concept and established strong personality to support it, our archetype was the Outlaw and the primary traits we sought to embody were boldness, creativity, edginess and fun.
The primary logo takes on a fully custom wordmark that incorporates a lot of quirkiness and character through slanted and stacked letter forms.
A more condensed logo variation that is provided adapts the logo to a symmetrical badge layout.
I took the opportunity with the pattern and icons to bring in some real life character and do some painting and splattering. By creating this on paper and then scanning the designs, it gave us realistic and fully unique textures and designs for both the pattern and icons.
