Establishing an identity around the legacy it’s carrying
Paul Landry was a well-known and beloved figure in the Old Orchard Beach community who repeatedly put others first. This foundation strives to continue the impact he made in his hometown and beyond.
CREATIVE DIRECTION: Bernie Deshaies
ART DIRECTION: Bernie Deshaies
DESIGN: Bernie Deshaies
COPY: Client provided
PHOTOGRAPHY: Bernie Deshaies
Font
Paul came from a family of entrepreneurs. Growing up, his grandparents ran a company called Lewiston Crushed Stone. As an ode to his family’s entrepreneurial spirit, we used the closest font we could find to those roots.
Color
Paul had a true admiration for our country’s veterans and supported them whenever and wherever possible.
For the foundation’s color palette, we decided to pay a slight homage to the flag with an off-white, blue, and red that weren’t too directly tied to the American flag, so they could still be identifiable to the foundation.
Logo + icon
Maintaining simplicity and approachability, we stuck to a wordmark that allows the foundations (Paul’s) name to shine. Using Futura condensed, we slightly rounded the edges to soften it. The result is a bold and amicable mark that is quick to get.
As an added touch, we created a custom period for the “R,” that expands into abbreviated icons for a brand mark.
Details
To tie the brand back to Paul’s ownership of his adored local supermarket, Landry’s Shop ‘n Save, we created stickers and badges that are reminiscent of those you may find in supermarket ads.
