Open Spaces
As the creative lead at Open Spaces, I conceptualized, developed, and launched the brand from the ground up. I designed the entire brand world including the visual identity, packaging, art direction, product design, and development.
Open Spaces is a leading brand in the home storage category, offering beautiful products and helpful tips for leading a more organized and clutter-free lifestyle, all with the mission to create space to enjoy.
My Role
Brand Identity
Art Direction
Product Design & Development
Packaging Design
The wordmark was designed to exude a sense of openness and calm – the way you want to feel after organizing with Open Spaces. The bold, irregular letterforms, draw inspiration from mid-century furniture stamps and nod to the quality and modularity of the products themselves.
Wordmark
Logomark
The unusual logomark is a playful abstraction of a cat. It serves as a metaphor for the Open Spaces products, which seamlessly integrate into every corner of the home. The spiral tail symbolizes the ongoing journey of bringing organization to one's space.
Both variations of the logo are used across all products. Stamped into metal rivets and screen-printed onto various materials.
Color, Typography & Graphic Elements
The color palette centers around lighter, airy tones with orange as the focal point. Orange represents the warmth of a home, evoking feelings of coziness from the early morning to the late night.
The fonts are functional and educational in nature, which helps to convey information in a clear and straightforward manner, yet maintains a friendly and approachable feel.
The graphic elements add a playful and dynamic touch to the overall brand world.
Art Direction
The overarching art direction is a celebration of natural light and the impact it has on our homes. Organizing with Open Spaces is meant to feel like a breath of fresh air. The soft hues of the products are brought to life through natural light and shadows that naturally occur in a home.
We worked with photographer Lauren Coleman, and stylist Danielle Selig, to bring our vision to life.
We incorporated a mix of wide and macro shots to highlight the product in its surroundings and display the quality of materials.
The product thumbnails were shot on a cream background to carry through the warmth of the lifestyle photography.
Physical Product Design and Development
I spearheaded the creative direction of the Open Spaces product line, guiding it from its initial launch to the introduction of multiple new products. In collaboration with Branch, an industrial design firm, we designed a collection of products that are not only practical and space-saving, but also incredibly beautiful and meant to be displayed.
My role encompassed providing design direction, making color and material choices, new product innovation, and overseeing final production at our manufacturing partners.
Initial sketch of the bestselling Entryway Rack by Branch
Render of the Entryway Rack before the color was finalized
Signing off on final color and execution of Entryway Rack at manufacturing partner
Details of final products
I independently led the physical product design process, including sampling, finalizing new product designs, and approving new colors, finishes, and materials.
Packaging
I kept the packaging design quite functional and inviting with the use of large product illustrations and hidden brand messages.
We made a conscious effort to eliminate plastic from the packaging altogether, opting for only cardboard and paper to pack and protect the products.
Open Spaces Project Credits
Brand Identity, Art Direction, Packaging, Product Design- and Development: Stine Nielsen
Industrial Design: Branch
Product Development: Doris Dev
This work was created during my time at Pattern. Big shout out to the whole team that made this work possible.
Photography: Lauren Coleman and Open Spaces Team