Outside the Lens

Overview
Industry of Hues™ developed the brand new visual identity for Outside The Lens, a local nonprofit in San Diego, California. Starting with a brand new identity and custom wordmark, we then built out the visual foundation and system for Outside The Lens' next chapter. The new visual language included bold, bright colors, unique, expressive typography, flexible shape assets, and a youthful sense of fun with the promotional item design.

Challenge
How to reintroduce and reestablish a local nonprofit, with years of brand equity, as an exciting and modernized organization with a strong appeal to youth looking to better themselves through technical learning and emerging media platforms.

Solutions
Because photography played such a large roll in the history of Outside The Lens, we wanted to maintain a connection to that past, while moving the brand forward into new territories. To achieve this goal we reimagined and incorporated the viewfinder focus frame marks used in the previous identity, into the new icon and wordmark.