The goal for this project was to create a new concept store with brand identity and then extend it into sub-brand identities for various product lines. My idea was to create a new art store who’s target market consisted of professional artists and designers. I created the brand name Axial Arts because having the best quality tools materials are central in creating all successful works of art and design. It was important that not only the brand name effectively communicate this concept, but also that the identity mark’s graphic element and typography capture and communicate the digital world today’s artist works and lives in
