A personal visual identity project guided by Jala Design, the brief calls for a logo, visual identity and website design for a performing arts centre named “HillsPAC” (Hills Performing Arts Centre).

“HillsPAC is a brand new performing arts centre located in the Hills area of Sydney, boasting a newly built building and ready to lovingly host the local area’s performing arts”.

The requirements of HillsPAC’s visual identity included:

• A logo that is “not so overly artsy or over-complicated”
• Clean and contemporary fonts
• Focusing on timeless over trendy
• A brand identity that didn’t rely on location-based elements

I started with designing the logo by sketching and using Adobe Illustrator.

I decided on a sans serif font that was bold enough to have a presence, but not so much that it felt too “artsy”.

After seeking feedback from the Jala team, we discussed how the logo needed a graphical element to add a unique touch. It would enable opportunities to create patterns and motifs and strengthen the brand’s visual identity.

I decided on a simple circle and placed it next to the ‘C’ to create negative space that subtly eludes to the layout of a theatre.

To make sure the website and any digital content was accessible, I tested the HillsPAC colours against the WCAG 2.0 minimum contrast standards, ensuring the colour combinations I used were compliant.

I used Figma to organise my guidelines and design the landing page.

Within Figma, I was able to create a simple prototype with hover states, carousel functionality, and components for buttons and cards.

You can open the sidebar to the left to access both Landing and Event page designs.