Transforming the brand of Queen of the Neighborhood to expand and reach a wider audience

Project background

Queen of the Neighborhood is a location-based platform for ethical shoppers, dreamers, and doers that supports and connects women-owned sustainable local businesses.

CLIENT

QUOTN

COMPLETION

Aughust 2019

DURATION

8 weeks

MY ROLE

Website Designer

Graphic Designer

Logo Designer

CONTRIBUTORS

QUOTN (Development)

Problem

Ever since their launch in 2019, Queen of the Neighborhood (QUOTN) has been well-received and recognized within Berlin. With their speedy growth and global vision, they wanted a simpler and minimal approach to their current website and logo design to reach a wider audience.

STEP 1

Ideate

Logo Sketches

The design of the original QUOTN logo is complex and is hard to see the delicate details of the queen’s face when scaled down. The queen also doesn’t fully represent QUOTN’s mission.

Logo Sketches

The design of original QUOTN logo is complex, and is hard to see the delicate details of the queen’s face when scaled down. The queen also doesn’t fully represent QUOTN’s mission.

Solution: Instead of a literal 'queen' figure, I focused on simplifying to a crown and a location pin.

Logo Sketches

The design of original QUOTN logo is complex, and is hard to see the delicate details of the queen’s face when scaled down. The queen also doesn’t fully represent QUOTN’s mission.

Solution: Instead of a literal 'queen' figure, I focused on simplifying to a crown and a location pin.

SOLUTIONS

Instead of the literal 'queen' figure, I focused on simplifying the shape of the logo to a crown and a location pin.

Exploring some more

Logo Sketches

The design of the original QUOTN logo is complex and is hard to see the delicate details of the queen’s face when scaled down. The queen also doesn’t fully represent QUOTN’s mission.

Solution: Instead of a literal 'queen' figure, I focused on simplifying it to a crown and a location pin.

I went through many logo iterations during the exploration phase. We really liked the marker, almost sloppy look for the crown. I also tried the logo in neon green, but it almost looked like Mike Wazovski from Monster, Inc.

Almost... but not quite there

Logo Sketches

The design of the original QUOTN logo is complex and is hard to see the delicate details of the queen’s face when scaled down. The queen also doesn’t fully represent QUOTN’s mission.

Solution: Instead of a literal 'queen' figure, I focused on simplifying to a crown and a location pin.

Logo Sketches

The design of the original QUOTN logo is complex and is hard to see the delicate details of the queen’s face when scaled down. The queen also doesn’t fully represent QUOTN’s mission.

Solution: Instead of a literal 'queen' figure, I focused on simplifying to a crown and a location pin.

During the next couple of iterations, we stuck to keeping it even more simple - a black marker line to outline the shape of the crown and added couple more gems to the crown.

We knew we were getting closer, but the rounded shapes of the location pin weren't delivering the fierceness of the brand.

THE RESULT

QUOTN LOGO 2.0

THE GOAL

Queen of the Neighborhood asked for a fresh new website design that goes along with the new branding.

The goal

The old landing page was colorful and complex. The monochromatic collage, bright neon green, and graffiti font style were all inspired by "Riot Grrrl" - an underground feminist punk movement that began in the early 1990s.

Similarly, QUOTN addresses all feminists, who want to support each other and create an alternative to the current economy, and decided that they need a fresh and clean look for the website design to attract a wider audience.

New Branding

The original QUOTN colors of neon green and black and white are kept to keep the Rebel Grrrl spirit. We also added grainy/cardboard colors and texture to bring sustainability factors.

STEP 2

Design

KEY TAKEAWAYS

Instead of the collage, I kept the cover page simple but still displayed some playful factors.
The sketches are gifted to QUOTN by a woman artist in Berlin who stands together for this movement.
On the old website, details on how QUOTN works were almost hidden. So here, I brought this information up to give a clear vision of what QUOTN can do.

RESULTS

QUOTN had so much story and meaning behind its original brand, I didn't want the new brand to erase the richness. By removing the intensity from the website and logo, but keeping the spirit of the original brand, the new design serves a more sophisticated look.

NEXT STEPS

QUOTN is recognized within their communities and spreading all across Berlin. They are currently taking new directions and have yet to implement these new designs.

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