‘WELCOME, TRAVELERS TO THIS CORNER OF THE SKY. THIS IS A SPACE FOR THOSE WHO LOVE TO SEE, THINK, AND FEEL WHAT IS MEANT TO BE SEEN, THOUGHT, AND FELT.’
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GHOUL STUDIO REBRANDING
VINALLEY ART CLUB
GRADUATION POSTERS
POETRY FILMS BRANDING
HIEU EXPERIMENT
COLLATERALS
UNIVERS BOOKLET
THANG LONG MERCH
Branding
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Branding
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©2024 NHI NGUYEN
GHOUL STUDIO REBRANDING
2024
Rebranding
Contract Designer
Ghoul is an ongoing art project and brand by artist and designer Craig Rozynski, featuring retrofuturist art of little monsters inspired by old games.
Inspired by Craig's brand story while working with him, I proposed an alternative branding concept to explore different versions of Ghoul's identity. With his permission, I developed a creative representation of the logo, its usage, and untold aspects of its story.
Ghoul itself has various characteristics to talk about. But its tone of voice is best described by the words ‘monsters’, ‘mystery’, and ‘mischief’.
Ghoul’s visual identity is centered around pixel shapes, consistently and creatively repeated throughout the guidelines, beginning with the color scheme.
Colors are often considered an easy aspect of branding to represent.
Still, strangely, it was challenging to convey the connection and harmony of gold, yellow, and two shades of grey without explicit description. I thought, "Why not connect them through a letter to help people feel the connection?" This led to my solution.
Ghoul incorporates typefaces with different looks and feels, but they all intersect to express Ghoul’s tone of voice. To capture this spirit, I displayed them in a long panel to show how they look well together.
Physically located in Tokyo, Ghoul features a variety of logos that consistently communicate the same essence.
Ghoul’s brand guidelines didn’t include any stationery, so I had the opportunity to design a modern, pixelated set for Craig. He wanted to be called 'Ghoul Guy,' so I created a business card that matched the playful spirit of the name, with each letter in 'Ghoul' rendered in black, pixelated shapes.
As the branding flows, it’s important to keep reminding people of the mission of Ghoul, that it is a ten-year project to create a thousand artworks. 100 a year.
Ghoul’s 2024 vision is to elevate its dynamic social media presence, demonstrated through active engagement on Instagram, Behance, and the official website.
Along with Ghoul Studio being strongly represented, I found The Ghoul Guy, Craig, to be a fascinating figure to learn about, as he embodies Ghoul’s spirit and is the creator behind this brainchild.