Tapestry
A Brand Refresh for a Fresh Take
Mission
Tapestry sees a gap in the worship music available to Gen-Z people of faith or faith curious. They’ve started a non-profit to take on this endeavor through musical curation, production, and distribution.
OUTCOME
Together we updated Tapestry’s existing logo, expanded the color palette established a type hierarchy, and created textures and shapes to fill out the brand.
IMPACT
Develop a fresh brand identity that is lively and vibrant, a set of brand guidelines to keep the brand experience consistent.
THE SCOPE
Creative Direction
Logo Refresh
Brand Elements
Brand Guidelines
The leading brand values for Tapestry’s refresh are current, optimistic, and creative. We were going for an eclectic and melodic vibe. Tapestry’s production work is not genre specific so there needed to be enough visual space to accommodate a wide range of musical tastes while also drawing from the youthful and spirit of their target demographic. We leaned into bright and warm colors while taking special care to not look childish.
Tapestry’s logo shifted from sharp and stayed to dynamic and inviting. I wanted to keep the original concept but layer the meaning. I did this by leaning the mark to the right, giving it a sense of forward movement. The verticals move up and down as a reference to sliders on a sound board.
I brought adjusted the kerning on the wordmark for balance and slightly rounded the corners making logo softer and inviting.
I developed an additional lock-up to use when space is limited.
I rounded out the project with type hierarchy, quirky shapes, sonic textures, kaleidoscopic color palette, and use brand standards to help guide Tapestry as they put their brand to work.
