Gratitude by Latitude
2024
TYPE:
Branding/Visual Identity
Art Direction
Campaign
TEAM (PR/STRATEGY):
Maddie Gilbertson
Madison Krois
Sophia Rahn
The campaign launched at Mpls.St.Paul Magazine’s Fashionopolis, emphasizing the importance of gratitude in enhancing local arts programs. By donating 50% of profits from the Daydreamer apparel to Minneapolis Public Schools, we aimed to strengthen the future of our creative community.
My role involved collaborating with the team to develop the visual identity and design elements, showcasing Latitude's commitment to social responsibility and community engagement.
https://www.lat.co/gratitude
MOODBOARD
Inspired by vintage bubblegum ads and 70s packaging, the moodboard captures a playful, nostalgic energy through pastel tones, bold type, and lighthearted imagery.
LOGO EXPLORATION
Explorations focused on balancing dreamlike nostalgia with bold, expressive energy. Each direction played with movement, texture, and letterform to capture Daydreamer’s playful yet grounded personality.
FEEDBACK AND FINAL PICKS
Feedback focused on finding a mark that felt nostalgic but fresh. The final logo was chosen for its balance of softness and structure — playful enough to feel hand-drawn, yet clean enough to scale across merch and packaging.
FINAL EVENT BRANDING
The final event branding brought the campaign to life — tying together the visual identity, merchandise, and launch materials into one cohesive experience that celebrated creativity, community, and impact.
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