The growth and preservation of analog photography for future generations.
Role
Strategy
Visual Identity
UI Design
Motion Design
The darkroom is a film development lab located in San Clemente, California, offering mail-in film development service utilizing the traditional dip-and-dunk process. To build trust for new customers as a mail-in service and to support the growth of the film photography community. Almost 50 years of industry experience made them the industry leader. In this project, I saw the opportunity for them to grow the service as an analog advocacy, educational, and a sense of community altogether.
The system utilizes the playfulness of negative cutting for the logo letters, with the D serving as a frame to convey the tagline 'Worth the wait, every frame'—not only as a graphical element but also as an emotional value. It evokes the idea of a portal, taking the audience on a journey through film development, learning to shoot analog, and participating in community gatherings.
