Common Lodge
Identity Proposal
Website Design
2018
In early 2018 I was approached by a former colleague to help name and develop an identity for a platform that aimed to host debates and conversations among prominent industry leaders and intellectuals. The goal was to nudge journalism and the media in the right direction by serving as a positive model. The primary feature of the platform clarified these conversations by structuring them in a way that highlighted the points of agreement and contention.
Over the course of a year I helped develop the brand's identity, the design and functionality of the platform, and assisted in research and public outreach for participants.
Eventually this project was funneled into Letter.wiki.
The overall identity, anchored by an ominous raven, is rooted in a philosophy that posits something mysterious happening in the heart of mankind that evades recognition. Despite the modern marketing material about unity and togetherness, history tells us that there is always something narrowly understood at work that seeks to unravel us. We zeroed in on the name Common Lodge due to its double meaning both as a nod to that divide and a meeting house to rectify it.
Countersignaling the common aesthetics of media platforms, we landed on a deep green as a primary color. Green is a traditionally spiritual color—in Islam it is the color of paradise.
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