Kuaina

The podcast that supports local.

Giving a voice to locally owned business, and entrepreneurs.

Project Overview

Kuaina is a podcast that aims to support local businesses and entrepreneurs. The podcast is dedicated to giving a voice to locally owned businesses and entrepreneurs and helping them grow their businesses through increased exposure.

Services

Identity Design, Print Design

Software

Adobe Creative Cloud: Illustrator, PhotoShop, XD, Social Media

Challenge

Build a brand identity with a design system that appeals to the target audience by conveying an authentic storytelling aesthetic.

Solution

Create a design system for a brand called Kuaina that appeals to its target audience, in a warm, welcoming, authentic, and enthusiastic way.

Brand Strategy

The goal of the design project is to target small business owners and entrepreneurs to help promote their businesses, talk about their business journeys, and inspire others to take that first step. The brand will align with supporting local to help them reach a wider audience.

Spoken Community

The primary objective was to create a visual identity that would be instantly recognizable and memorable and help position Kuaina as a trusted and authoritative source of information for locally owned businesses and entrepreneurs. The visual identity needed to convey a sense of community, support, and inclusiveness, and appeal to both local business owners and their customers.

Logo

Kuaina, is the twine (or string) that brings together Hawaiian culture and small businesses. Oral communication is a vital part of how Native Hawaiian ancestors lived. Kuaina, the Podcast plans to carry on that tradition.

Color Palette

Classic combination of contrast, the need for clarity distinguished by the sublet burst of color. Colors that are inspired by the ‘āina. Matted tones to add and not pull attention from the true meaning of Kuaina.

Typography

The typography of Kuaina needs to communicate in the same verbal manner of the podcast. A welcoming tone, easy going, and elegance were prioritized while creating the typographic style of Kuaina.

The font choices for this friendly and inviting brand identity are The Seasons, a display serif typeface with an elegant and soft nature, and Baskerville, a serif typeface that lends its legibility and readability qualities.

Graphics/Icons

Custom sketch art illustrations are used to represent the brand's mission, vision, and values, adding authenticity and a genuine tone. The period, used in formal communication. At the end of every sentence, take a breath and proceed. The Plumeria is a flower commonly used in lei-making. Holds value in every lei maker's journey. The endless twine maintains the never-ending cycle of storytelling. Botanical leaf, all around keeping one grounded.

Pattern

The plumeria and leaf graphics was used to enhance the visual appeal and intonation of the brand, inspired by the traditional practice of lei making. The action of stringing together stories and experiences.

Spoken Aloha

By creating a comprehensive design system and brand guide, Forge can be crafted to appeal to the target demographic. By considering the target audience, competitive landscape, and production process, a unique and compelling design system. Forge can become a successful and recognizable product by aligning the product with its target market and emphasizing its health benefits, the brand can reach its desired audience and turn them into loyal customers.