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Logo design and brand identity creation for Berlin-based creative collective Fern. The client wanted the fern illustration to be very abstracted and a clear departure from appearing like a company in the environmental sector, so I employed a graphic style inspired by the Rorschach test. I was informed at the outset of the project that the branding would need to translate well onto merchandise; this required me to thoroughly understand the aesthetic style of the demographic , and influenced my design to appeal to a young, artistic community.
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