Maybe Today
A small online-only illustration and paper goods store, born out of a whimsical hobby, had a number of patrons express interest in the work and emerging brand. In response, they wanted to expand their offering online and grow the brand to meet their audiences’ needs with content and experience.
Capturing their audience’s spirit, we shaped Maybe Today’s brand, refining its essence and trajectory. We crafted a new logotype, activity sheet templates, and a scalable website with an online shop and journal, forming an educational resource and creative hub.
Overview—
Maybe Today started on a whim, by a new mother, navigating the change in identity that comes with the arrival of a child, or any other life-altering event.
A love for stationery and paper goods, combined with a long-time hobby illustrating everyday objects, found a new mode of expression during the early months of 2020, amidst a global pandemic lockdown.
This is one of our own ongoing personal projects.
What started with a little bit of luck and very little planning, seemed to gather momentum and interest from people who found themselves in a similar position to the founder of Maybe Today.
Most patrons and customers engaging with the work were looking for ways to connect with their children and loved ones, stay calm and positive, whilst negotiating the emotional landscape brought on by the global pandemic and homeschooling.
“All grown-ups were once children... but only few remember it.”
— Antoine de Saint-Exupéry
Process—
We realised that there was a need beyond the illustrated note cards and posters on offer at Maybe Today, and set out to better understand what our customers and patrons were looking for. After a few interviews with our target demographic, we found that essentially people were drawn to the sense of ‘hope’ and positive outlook that takes shape through creative pursuits—the inherent brand that Maybe Today embodied.
These insights were further interrogated through surveys, deeper interviews, competitor analysis and the evaluations of the existing customer journey, over several months. In turn, the insights helped us understand that in addition to the online shop, an educational platform, with a focus on creativity, could potentially be at the heart of the brand and business.
Drawing on our architectural background and experience in the built environment, we approached the project through the lens of ‘Placemaking’—in this case, Digital Placemaking.
In a nutshell, placemaking is about creating meaningful and vibrant spaces that enhance community well-being and identity. Operating primarily in the digital realm, we reconfigured the website to facilitate these aspects.
Additionally, Maybe Today required a more robust graphic and visual language to ensure its content and communications were coherent as the business evolves into the future.
Outcome—
The visual identity for Maybe Today draws on the archetype of a Creator—Explorer, referencing the young at heart. The wordmark is simple, direct and playful, with a touch of whimsy, using Platform by Commercial Type.
This typeface was carefully chosen for its intentional and considered play with the inherent crudeness in letters when reduced to its simplest essence, away from perfection.
The colour palette extends the primary colours in an ethereal direction, in keeping with a sense of hope.
Maybe Today
—A Colourful Palette of Hope, in the Midst of Uncertainty
Website: maybetoday.com.au
Year completed: 2023
Services: Identity, Logo, Copywriting, Illustration, Web Design
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© 2024