The Kitchen SF
After a very deep and iterative process of research, analysis, and color study— after color study (after color study), The Kitchen landed on "gradients" for their brand refresh. Not just any gradients (you're probably thinking of the super digital gradient types i.e. Lyft and Pandora) but the symbol and idea behind a gradient itself. You see, The Kitchen doesn't do anything just because it's trendy. The Kitchen is mysteriously familiar. They like to attract unique, quirky characters that will round out their passion for community through Jewish values. The gradient is a traditional rainbow roll. Using printing inks, it's a classic, warm and meaningful landing place for joining the community. The gradient is a raw, perfectly-imperfect mascot for the magnificent blend of contributors you'll find at their many events.
Homepage Is Where the Heart Is
I had the opportunity to fully develop a series of these color pairings for future roll-outs.