1. Brief & Deliverables
2. Our approach
3. Visual identity
Medieval Organ is a new project by Cristina Alís Raurich, performer, educator and researcher specialized in medieval music. She came to us because she needed a brand new digital space to publish all the content she works on, well structured and designed to facilitate the sharing her passion and knowledge on the topic, also contributing to "upgrade" her personal brand.
We delivered —
Brand strategy, visual identity, brand guidelines, website design and build, content strategy and social media consulting.
We aimed for a brand that could engage specialized researchers and casual visitors alike, meeting these seemingly opposite values: formal but not too formal, which refers to the past but also modern and without resorting to Middle Age established clichés. A flexible and solid brand, suitable for a wide variety of applications and ready for the future.
We started analyzing Cristina's insights, all the references and contents she sent us and also through our own research and analysis stage. We redefined the briefing, worked together on it and obtained several key points that have been the foundations of the project. Having all these inputs in mind, we moved on to the branding phase, to later design & develop the website.
On the logo design we chose the letter "M" as the core of the brand since it is representative of the keyword of the project, "Medieval" (and also one of the secondaries, "Music"), applied in lower case to provide it with a friendly component and because its formal values can resemble the keyboard of an organ. This "M" is always displayed "boxed", as if it were a "physical bookmark", over the content.
The choice of Red as the main color of the brand chromatic palette was made after research and study of its use and meaning in this time period. In High Middle Ages red was adopted as a color of majesty and authority by the Byzantine Empire, the princes of Europe, and the Roman Catholic Church. At that time, the Organ spread also from the Byzantine Empire, where it continued to be used in secular and imperial court music, to Western Europe, where it gradually assumed a prominent place in the liturgy of the Catholic Church.
The serif font we have choosen the logotype and also the website headlines is Gentium (Victor Gaultney, 2001), a font with an interesting blend of economical use of space, a serious tone of voice and a modern informal dress code.
We worked to get a very visual platform, given the type of content to be displayed, mainly "long read" articles, to make it more accessible and to facilitate the user experience. Giving great importance to the images, not only to accompany the text but to establish visual tone and the whole look&feel of the platform.
The layout in the main distributive pages was card based, with each piece acting as an entry point to more detailed information. We find this a great solution to display hetereogeneous content in a well structured page, acting as the main information feed of the website.
Using Gentium, the brand typography for the website headlines (as we we're looking for visual consistency) we choose a sans serif font for all regular contents/paragraphs: Benton Sans ( Tobias Frere-Jones & Cyrus Highsmith, 1995), a neo-grotesque style, modern and minimalistic font.
The website runs over an open-source CMS (WordPress) custom-tailored for Cristina's needs, fully flexible, easy to administrate and SEO optimized.