Mother Gorilla Brand Creation
Mother Gorilla Brand Creation
Mother Gorilla Brand Creation
Designed full branding & delivered a full visual identity
Intro
Client
Client
MotherGorilla
Role
Role
Freelance Senior Designer
Industry
Industry
Advertising/Experiential Marketing
Proptech
Timeline
8 Weeks
Team
CEO, Content Consultant
Bold Branding for Urban Projection
Bold Branding for Urban Projection
Mother Gorilla is a guerrilla projection company delivering live advertising and messaging across landmarks in major cities worldwide. The challenge was to create a bold and instantly recognisable brand that captured the excitement of projection mapping.
Mother Gorilla is a guerrilla projection company delivering live advertising and messaging across landmarks in major cities worldwide. The challenge was to create a bold and instantly recognisable brand that captured the excitement of projection mapping.
My Scope
Delivered a bold visual identity system for Mother Gorilla, designed to command attention across large-scale projection and urban environments.
Delivered a bold visual identity system for Mother Gorilla, designed to command attention across large-scale projection and urban environments.
Custom illustrative logo, secondary lockups, and monogram exploration
Development of refined, material-inspired palettes aligned to premium positioning
Layout principles, spacing rules, and brand composition guidelines
Creation of a comprehensive brand book to ensure long-term consistency
Social assets, and print-ready business card design
The Brief
Design a bold and highly recognisable brand identity for Mother Gorilla, built around a gorilla motif and inspired by the dynamic nature of large-scale projection advertising.
Design a bold and highly recognisable brand identity for Mother Gorilla, built around a gorilla motif and inspired by the dynamic nature of large-scale projection advertising.
Research
Understanding the Brand & Audience
Understanding the Brand & Audience
Unlike traditional advertising, projection mapping exists within urban environments, often at night, and competes with architecture, lighting, and movement. This meant the identity needed to feel bold, highly visible, and memorable at a glance.
Unlike traditional advertising, projection mapping exists within urban environments, often at night, and competes with architecture, lighting, and movement. This meant the identity needed to feel bold, highly visible, and memorable at a glance.
Getting Ideas Down
Exploring Creative Routes
Exploring Creative Routes
Exploring Creative Routes
Early exploration centred around symbolism and recognisability. The concept of a gorilla was chosen to reflect strength, presence, and scale—qualities that mirror the brand’s ability to command attention in large public spaces.
Early exploration centred around symbolism and recognisability. The concept of a gorilla was chosen to reflect strength, presence, and scale—qualities that mirror the brand’s ability to command attention in large public spaces.
The Decision
The Chosen Direction
The Chosen Direction
Through iterative refinement and client feedback, the gorilla motif was developed into a bold, structured logo system built around contrast, weight, and legibility at scale. The typography hierarchy was set for maximum readability across projection surfaces. The colour palette, rooted in high-visibility darks and striking accent tones was tested against the conditions the brand would actually operate in: low light, large format, and architectural surfaces.
Through iterative refinement and client feedback, the gorilla motif was developed into a bold, structured logo system built around contrast, weight, and legibility at scale. The typography hierarchy was set for maximum readability across projection surfaces. The colour palette, rooted in high-visibility darks and striking accent tones was tested against the conditions the brand would actually operate in: low light, large format, and architectural surfaces.
The Guidelines
Evolving The Brand
Evolving The Brand
Evolving The Brand
To support long-term brand growth, the final identity was expanded into a comprehensive brand system, including layout principles, spacing rules, and real-world application guidance.
The result is a brand that feels considered and timeless, capable of performing consistently across digital platforms, printed materials, and physical environments.
To support long-term brand growth, the final identity was expanded into a comprehensive brand system, including layout principles, spacing rules, and real-world application guidance.
The result is a brand that feels considered and timeless, capable of performing consistently across digital platforms, printed materials, and physical environments.
The Design
Designing a Visual Language For A Refined World
Designing a Visual Language For A Refined World
The final identity positions Mother Gorilla as a bold, command-attention brand built for the scale and visibility demands of large-format urban projection. It moves away from the polished minimalism of traditional advertising brands and into something more raw, expressive, and built to be seen from a distance.
The final identity positions Mother Gorilla as a bold, command-attention brand built for the scale and visibility demands of large-format urban projection. It moves away from the polished minimalism of traditional advertising brands and into something more raw, expressive, and built to be seen from a distance.
Evolving The Brand
The Design Framework
The Design Framework
The Mother Gorilla brand system provides a clear framework for all future applications, from pitch decks and social assets to large-format print and projection overlays.
The brand book ensures the identity holds its visual integrity at any scale, in any context, applied by any team.
The Mother Gorilla brand system provides a clear framework for all future applications, from pitch decks and social assets to large-format print and projection overlays.
The brand book ensures the identity holds its visual integrity at any scale, in any context, applied by any team.
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