KEV TAI CHI
Kevin Devine is a Tai Chi instructor for beginners and intermediate students. He started as a student under Des Lawton in 2001 and is now an accomplished Martial Artist. He teaches the applications of Chinese fighting styles through the Tai Chi Form and Qi Gong exercises.
KEV TAI CHI
Kevin Devine is a Tai Chi instructor for beginners and intermediate students. He started as a student under Des Lawton in 2001 and is now an accomplished Martial Artist. He teaches the applications of Chinese fighting styles through the Tai Chi Form and Qi Gong exercises.
KEV TAI CHI
Kevin Devine is a Tai Chi instructor for beginners and intermediate students. He started as a student under Des Lawton in 2001 and is now an accomplished Martial Artist. He teaches the applications of Chinese fighting styles through the Tai Chi Form and Qi Gong exercises.
KEV TAI CHI
Kevin Devine is a Tai Chi instructor for beginners and intermediate students. He started as a student under Des Lawton in 2001 and is now an accomplished Martial Artist. He teaches the applications of Chinese fighting styles through the Tai Chi Form and Qi Gong exercises.
WHAT I DELIVERED
WHAT I DELIVERED
Custom marque
Earthy colour palette to create a sense of calm
Simple and easily-legible sans serif font
Poster design and template
Social media assets and template
Animated identity
Custom marque
Earthy colour palette to create a sense of calm
Simple and easily-legible sans serif font
Poster design and template
Social media assets and template
Animated identity
WHAT I DELIVERED
Custom marque
Earthy colour palette to create a sense of calm
Simple and easily-legible sans serif font
Poster design and template
Social media assets and template
Animated identity
PROJECT OVERVIEW
PROJECT OVERVIEW
The client wanted a brand that embodied the essence of Tai Chi while putting a unique spin on familiar imagery to set him apart from competitors. The deliverables were a marque, and a set of posters and a set of social media assets that were both templated using Powerpoint. In my research I discovered that design for this industry typically involves intense, graphic imagery and professionals performing complex moves. My client wanted to attract a different kind of audience, so I created a design that evokes a different feeling—one of peace.
The client wanted a brand that embodied the essence of Tai Chi while putting a unique spin on familiar imagery to set him apart from competitors. The deliverables were a marque, and a set of posters and a set of social media assets that were both templated using Powerpoint. In my research I discovered that design for this industry typically involves intense, graphic imagery and professionals performing complex moves. My client wanted to attract a different kind of audience, so I created a design that evokes a different feeling—one of peace.
The client wanted a brand that embodied the essence of Tai Chi while putting a unique spin on familiar imagery to set him apart from competitors. The deliverables were a marque, and a set of posters and a set of social media assets that were both templated using Powerpoint. In my research I discovered that design for this industry typically involves intense, graphic imagery and professionals performing complex moves. My client wanted to attract a different kind of audience, so I created a design that evokes a different feeling—one of peace.
PROJECT OVERVIEW
The client wanted a brand that embodied the essence of Tai Chi while putting a unique spin on familiar imagery to set him apart from competitors. The deliverables were a marque, and a set of posters and a set of social media assets that were both templated using Powerpoint. In my research I discovered that design for this industry typically involves intense, graphic imagery and professionals performing complex moves. My client wanted to attract a different kind of audience, so I created a design that evokes a different feeling—one of peace.
THE CONCEPT
THE CONCEPT
Through my research I wanted to get to the core of what Tai Chi is all about. To help me understand the Art, Kevin led a short introductory session for me. I discovered that much of the symbolism surrounding Tai Chi is heavily influenced by yin and yang—darkness and light coming together to create balance. I was compelled by the softness and calmness of the forms, the deep breathing and the fluid motions.
I knew that my designs needed to incorporate these feelings and be serene and approachable. This was a driving factor in my colour choices.
In the marque and accompanying graphics, I wanted the viewer to sense the movements and flow of a Tai Chi master. I took inspiration from dance step diagrams used in ballroom dancing, and the idea that you could follow the marks as a guide to perform a specific movement.
Through my research I wanted to get to the core of what Tai Chi is all about. To help me understand the Art, Kevin led a short introductory session for me. I discovered that much of the symbolism surrounding Tai Chi is heavily influenced by yin and yang—darkness and light coming together to create balance. I was compelled by the softness and calmness of the forms, the deep breathing and the fluid motions.
I knew that my designs needed to incorporate these feelings and be serene and approachable. This was a driving factor in my colour choices.
In the marque and accompanying graphics, I wanted the viewer to sense the movements and flow of a Tai Chi master. I took inspiration from dance step diagrams used in ballroom dancing, and the idea that you could follow the marks as a guide to perform a specific movement.
THE CONCEPT
Through my research I wanted to get to the core of what Tai Chi is all about. To help me understand the Art, Kevin led a short introductory session for me. I discovered that much of the symbolism surrounding Tai Chi is heavily influenced by yin and yang—darkness and light coming together to create balance. I was compelled by the softness and calmness of the forms, the deep breathing and the fluid motions.
I knew that my designs needed to incorporate these feelings and be serene and approachable. This was a driving factor in my colour choices.
In the marque and accompanying graphics, I wanted the viewer to sense the movements and flow of a Tai Chi master. I took inspiration from dance step diagrams used in ballroom dancing, and the idea that you could follow the marks as a guide to perform a specific movement.
THE DESIGN
THE DESIGN
I created the marque by hand, using strokes reminiscent of Chinese calligraphy. Guided by Kevin's description of the art to me "your core needs to be an iron rod, while your movement is like sheets of cotton," I brought these elements into the marque, with the solid vertical line of the figure as the iron rod, and the fluid lettering as the cotton sheets.
The marque consists of a few different components. The first is a figure flowing through a Tai Chi posture, which also forms the shape of the letter 'K' (as well as the letter 'T'). The second is the text—the words 'Tai Chi'—which can be read by flipping the marque from right-way-up to upside down. This was inspired by the duality and mirroring found in the yin-yang symbol.
The posters are the result of my explorations into the choreography of Tai Chi. Matching the movements in instructional Tai Chi videos, I tracked the paths of hands and feet to create abstract strokes.
I created the marque by hand, using strokes reminiscent of Chinese calligraphy. Guided by Kevin's description of the art to me "your core needs to be an iron rod, while your movement is like sheets of cotton," I brought these elements into the marque, with the solid vertical line of the figure as the iron rod, and the fluid lettering as the cotton sheets.
The marque consists of a few different components. The first is a figure flowing through a Tai Chi posture, which also forms the shape of the letter 'K' (as well as the letter 'T'). The second is the text—the words 'Tai Chi'—which can be read by flipping the marque from right-way-up to upside down. This was inspired by the duality and mirroring found in the yin-yang symbol.
The posters are the result of my explorations into the choreography of Tai Chi. Matching the movements in instructional Tai Chi videos, I tracked the paths of hands and feet to create abstract strokes.
THE DESIGN
I created the marque by hand, using strokes reminiscent of Chinese calligraphy. Guided by Kevin's description of the art to me "your core needs to be an iron rod, while your movement is like sheets of cotton," I brought these elements into the marque, with the solid vertical line of the figure as the iron rod, and the fluid lettering as the cotton sheets.
The marque consists of a few different components. The first is a figure flowing through a Tai Chi posture, which also forms the shape of the letter 'K' (as well as the letter 'T'). The second is the text—the words 'Tai Chi'—which can be read by flipping the marque from right-way-up to upside down. This was inspired by the duality and mirroring found in the yin-yang symbol.
The posters are the result of my explorations into the choreography of Tai Chi. Matching the movements in instructional Tai Chi videos, I tracked the paths of hands and feet to create abstract strokes.
THE EXECUTION
THE EXECUTION
In creating the marque by hand, with brushes and ink rather than more restrictive digital mediums, I was able to make the marks feel more liquid. I wanted to capture the beauty in imperfection, embracing the learning process Kevin's students go through and the distinctive way all our bodies move.
Stepping away from the stock image approach and clichéd symbols popular to so many designs in the martial arts space, I delivered the client a unique hand rendered brand identity that evokes peace and tranquility, demonstrates a feeling of expertise, and opens up the world of Tai Chi to a larger audience of mixed ability.
This is a versatile brand identity that can be translated across multiple deliverables and campaigns and extend the business' reach to new audiences.
In creating the marque by hand, with brushes and ink rather than more restrictive digital mediums, I was able to make the marks feel more liquid. I wanted to capture the beauty in imperfection, embracing the learning process Kevin's students go through and the distinctive way all our bodies move.
Stepping away from the stock image approach and clichéd symbols popular to so many designs in the martial arts space, I delivered the client a unique hand rendered brand identity that evokes peace and tranquility, demonstrates a feeling of expertise, and opens up the world of Tai Chi to a larger audience of mixed ability.
This is a versatile brand identity that can be translated across multiple deliverables and campaigns and extend the business' reach to new audiences.
THE EXECUTION
In creating the marque by hand, with brushes and ink rather than more restrictive digital mediums, I was able to make the marks feel more liquid. I wanted to capture the beauty in imperfection, embracing the learning process Kevin's students go through and the distinctive way all our bodies move.
Stepping away from the stock image approach and clichéd symbols popular to so many designs in the martial arts space, I delivered the client a unique hand rendered brand identity that evokes peace and tranquility, demonstrates a feeling of expertise, and opens up the world of Tai Chi to a larger audience of mixed ability.
This is a versatile brand identity that can be translated across multiple deliverables and campaigns and extend the business' reach to new audiences.
©2024 TOBY WOOD
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©2024 TOBY WOOD
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