AQUARIUS

BRITTANY HAND
DESIGN SYSTEMS
MICHAEL KIDWELL
FALL 2014

Contents
07
08
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12
15
16
26
27
30
31
34
36
40
42
44
46
52
60
62
66
68
70

LETTER FROM THE AUTHOR

MISSION STATEMENT
OBJECTIVE/GOAL
TAGLINE
ESSENCE
BRAND ATTRIBUTES
TARGET AUDIENCE
INSPIRATION
LOGO
SIGNATURE
TYPE STUDIES
WEBSITE
SIGNAGE
WEARABLE
VEHICLE
FOCUS POINT: INFO CARDS
FOCUS POINT: PACKAGING
FOCUS POINT: PALM READING RESULTS
BUSINESS CARDS
ENVELOPE
LETTERHEAD
THE END

At Aquarius, we gratefully supply tools for self-discovery,

conscious living, and strategies for living a magickal
life. We strive to be leaders, not only in our community,
but in the New Age retail market. By understanding
the dynamics of the relationships with our customers,
our neighborhood and the world at large, we create a
better world, one conscious act at a time.
When I started Aquarius over 25 years ago, it was in
a space much smaller than our current book room. I
began with stones displayed in margarine tubs and
one small shelf of books. Weve grown a bit since then.
Now, we have over 30,000 items in stock at any given
time and a much more comfortable place to browse
our ever-changing selection.
Whatever your spiritual path, here, you can find tools
and information for your journey. Our knowledgeable
sales staff can help you find what you are seeking,
whether it is just the right altar statue or a gift of lasting
value for someone you love.

Barbara Criswell
store owner

07

Whatever your spiritual

path, here, you can find
tools and information for
your journey.

MISSION STATEMENT

To bring people together, young and old, and

help them obtain more
positivity in their lives.

OBJECTIVE/GOAL

11

Dream. Believe. Become.

TAGLINE

Living life in color.

ESSENCE

15

Free from disturbance;

feeling calm

BRAND ATTRIBUTES

TRANQUIL

LIBERATING

Releasing someone
from a state or situation
that limits freedom of
thought or behavior

19

Inspiring a sense of
spiritual mystery, awe,
and fascination

MYSTICAL

SPIRITUAL

Relating to, or affecting

the human spirit or soul
as opposed to material
or physical things

23

Tending to heal and

make whole; therapeutic

HEALING

Jaz: 23 | college student

Mary: 51 | yoga instructor

Frank: 67 | friend of store-owner

Likes: painting

Likes: meditating

Likes: reading

Indie music

nature

self-healing

animals

travel

healthy food

TARGET AUDIENCE

INSPIRATION

27

INSPIRATION

29

LOGO

DreamBelieveBecome
SIGNATURE

DreamBelieveBecome
SIGNATURE B&W

DreamBelieveBecome

STILETTO
SKINNY

LOGOTYPE:

BODY COPY: CENTURY GOTHIC REGULAR

CENTURY GOTHIC ITALIC

#F2A379

#EAD71A
#ECC21B

#EBA922

#F4A47A

#D0B3D2

#C0E0BC

#F09790

#9FD7CE
#E7586B

#6CC9CB
TYPE STUDIES

NOTHING INSIDE OF THESE LINES

BESIDES THE LOGO (OF COURSE)

35

WEBSITE

37

- (
'$ 1
*(

WEBSITE

39

DreamBelieveBecome

SIGNAGE

41

WEARABLE

43

VEHICLE

FOCUS POINT: INFO CARDS

47

FOCUS POINT: PACKAGING

53

55

57

59

FOCUS POINT: PALM READING RESULTS

61

BUSINESS CARDS

63

65

ENVELOPE

67

LETTERHEAD

69

THE END