Why rebrand?
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 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.
Role
strategy, Art Direction,
visual design, motion design.
strategy, Art Direction,
visual design, motion design.
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.
Typography plays a significant role in this project, where I customized the typeface for the logo and extended it into a complete family. Complementing the heaviness of the main character of the logo, the serif serves as the headliner, while the monospace font is utilized for subheadlines and body text. Together, all three achieve a sophisticated overall feel while also evoking the idea of film negatives and film frames.
2025
2025
2025
2024
2024
2024
Brand Concept, Strategy, Art Direction, Brand Design, Motion Design
Branding | Rebrand
2023
2019
2019
2023
2023
