SYNTAX
THE ASK:
SYNTAX is a boutique luxury design studio in NYC. Chana was employed there as a designer under the creative direction of the founder, Drew Lanza. She collaborated on many contracted packaging and design projects. Her branding and lettering work were recognized leading to her creating the studio’s brand logo and branding materials. The studio was in need of a visual identity that would hold up to their high profile clients like, Coty, Marc Jacobs, Donna Karan, and more.
THE PROCESS:
Chana’s creative process was independent. With the caliber of the studio’s clientele the logo would at once have to have a modern and timeless quality. Her instinct was to look to the classic German design style, to Art Deco, and to the boldness of geographic lettering. She illustrated several options by hand and digitally, presenting them at different stages to Mr. Lanza. With his input and direction the final logo was achieved. Above displays some of the different design stages and the last line shows a nearly completed logo with an old version of the jagged ‘S’, and Drew’s original design notes.
THE OUTCOME:
Once the logo was complete Chana went on to design other branding materials like business cards, the studio’s portfolio case, and other materials like labels, mailers, letter head and more. With a kinship and appreciation for the studio’s design style Chana was able to interpret it’s esthetic visually; it was bold, refined and clean. The logo strengthened the studio’s brand, by creating an anchor for the studio’s website, merch, and overall identity, increasing business and the success of SYNTAX. The logo is indeed proving timeless as it is still in use today, in its original form, 10 years later.
To view more packaging at Syntax NYC follow the link: SYNTAX
