T H E O P P O R T U N I T Y :
The objective of this project was to create a visual brand identity utilizing the pair of typefaces Eastonia and Placebo LB. The category of entity being branded was to be determined by the origins of the typefaces for relevance.
O R I G I N S :
Both typefaces have their origins in 1920s America— Eastonia is reminiscent of Art Deco and its elegance; Placebo LB draws on the aesthetic of early twentieth-century railroad companies.
Research on these topics and this time period led to the concept of a jazz club located in Manhattan’s City Hall Station, an abandoned subway station that has been boarded up since 1945. The resulting branding combines the glamour of the Roaring Twenties with the energetic nature of jazz.
The name of the brand is Lexingtone Jazz Club, which alludes to City Hall Station’s being located on the IRT Lexington Avenue Line of the NYC Subway. The mission statement of the club is, “Within the historic walls of the once-abandoned New York City Hall subway station, Lexingtone Jazz Club is a musical speakeasy dedicated to reuniting the now fragmented jazz community in the city. Through our soul-stirring concerts and electrifying improv jam sessions, we reminisce on early jazz, foster unity, & celebrate history in the heart of the city.
P R O J E C T T Y P E :
Typeface Collaboration + Brand Identity
D E L I V E R A B L E S :
Branding Design, Touchpoints, Interior Space Consideration, Final PDF Presentation
C O L L A B O R A T I O N :
Lindsey Blumenfeld
