A Versatile System to grow into

In considering the goal of APW were to build a Youtube channel first and foremost, I know we needed to create a flexible system that could work at any scale. The challenge in this was that the client wanted the brand tone to reflect the ornate nature of "dark academia" aesthetic. This meant we had to find a way to achieve scalability without losing the essence of the aesthetic.

The solution was to design various lockups that could utilized across different scales and applications. This also gave APW more power in design for merchandise once she was ready to launch an ecommerce shop.

I also built out an iconography system that would help create a distinction between the various types of tarot content that Christina was creating. This allows her audience to quickly denote the difference and find the content best fit for them from the wide range of videos she makes. It also gave her additional design elements to utilize in potential merchandise.