Brand Identity
System Build


Milestone 2 (revision) Delivery — Monday, February 17, 2026

Scope:

1. Typography system and hierarchy
2. Color system (black/white foundation + accent) 
3. Core graphic language (devices, visual logic) 
4. Layout principles (grid, spacing, composition rules)Deliverable:

1. Complete identity system exploration


Upper Room Marketing is a brand rooted in intention, faith, and preparation — a space where ideas are refined before they move into action. 

The goal of this milestone is to translate the approved logo direction into a coherent and functional identity system. This phase focuses on defining the core visual foundations — color, typography, graphic language, and layout principles — ensuring consistency, clarity, and flexibility across all brand applications.

By the end of this milestone, the brand will have a complete and structured identity system in place, ready to be documented, scaled, and applied confidently across digital and physical touchpoints.






Typographic Foundation 
& Hierarchy


Typography is treated as a structural element of the identity — defining rhythm, clarity, and hierarchy across all touchpoints.

Typographic Hierarchy Exploration
(Untitled Sans & IvyPresto Display)





These compositions explore scale, weight, and spatial relationships between H1, Subheader, Body Copy, and Tags — ensuring clarity, consistency, and flexibility across different content densities.




Typographic Contrast



The identity balances a serif and a sans serif typeface to create contrast, hierarchy, and tonal range — allowing the system to move between authority and clarity without losing cohesion.





Placed side by side, both typefaces reveal a complementary relationship — allowing the system to shift between expression and function while maintaining a cohesive typographic voice.




Color System


The color system is built on a restrained black and white foundation, supported by a focused accent color. This approach ensures clarity, consistency, and flexibility across applications, allowing the identity to scale from functional to expressive use without losing cohesion.

Color System
(Black / White foundation + Accent)













The accent color is designed to coexist with the neutral foundation, creating contrast and rhythm without overpowering the system. Used intentionally, the accent color highlights key moments such as headings, emphasis, or narrative elements — without becoming a primary color.










Graphic Language 
System


The graphic language system is composed of a set of modular visual devices designed to structure content, establish hierarchy, and support storytelling. While some elements reference the identity, others operate as independent tools — all governed by shared principles of clarity, rhythm, and restraint.

Arc Frames

Graphic Language System  1. Arc Frames











Here I focused on shifting the arc from a frame to a threshold — and letting the imagery carry the emotional movement from ambiguity toward clarity. 





In select moments, the arc may act as a subtle focal gesture — used to guide attention without dominating the layout.





We work in the in-between.
Movement doesn’t come from the arc alone, but from the relationships between elements — scale, rhythm, and breathing space working together as the system expands, pauses, and settles.

This is part of exploring that space between ambiguity and clarity.



In select moments, the arc is allowed to dissolve into the background.
For me, this introduces a quiet edge — subtle, contemporary, and distinctly high-end.
It doesn’t ask for attention, but it shifts the atmosphere.

I don’t want the arc to function only as an overt symbol; rather, through these subtle nuances, the system begins to gain strength and presence. For me, this is a strong moment. It’s where the system feels less explained and more felt: calm, confident, and intentional.

Lines, Blocks, Patterns

Lines & Blocks






Horizontal lines introduce rhythm and controlled tension within the page.







The line system is not illustrative — it’s structural. It creates rhythm, hierarchy, and a sense of progression, while subtly reinforcing the idea of moving upward, which sits at the core of Upper Room



              


Inquiries     Instagram
   
 We are creatures of the wind