The Opportunity:
Develop a comprehensive brand identity and cohesive user experience for the Jack Kerouac Center, located in Lowell, MA.
This iconic cultural destination celebrates the life and work of renowned American author Jack Kerouac and encompasses a variety of elements: a coffee shop and bookstore, gift shop, performance center, and boutique hotel.
The goal is to unify these diverse touchpoints through thoughtful design, crafting a brand system that reflects Kerouac’s spirit while enhancing the visitor experience across physical and digital spaces.
Brand Story:
Jack Kerouac was an influential American novelist and poet, best known for his seminal work On the Road, which captured the spirit of the Beat Generation and the quest for personal freedom and self-discovery. His writing, characterized by its spontaneous, jazz-like style, revolutionized literature and inspired generations of writers, musicians, and artists. Kerouac’s impact extended beyond the literary world, as he became an icon of nonconformity and a symbol of the counterculture movement.
To honor his legacy, plans are underway to establish a Jack Kerouac Center in Lowell, Massachusetts, at the church where he was an altar boy and where his funeral was held. This center will serve as a hub for literary exploration, preserving and celebrating Kerouac’s life, work, and connection to his hometown.
Project Type:
Brand Design
Deliverables:
Brand identity, wordmarks, logos, color palette, typography, interior and exterior space design, point-of-purchase touchpoints, and wayfinding systems.
Project Timeline:
Nov - Dec, 2024
