JOELSON | UX Designer Portfolio

a place for doubts & beliefs

For this brand project, the goal was to create an inviting and minimalistic brand identity of the monastry Överselö Klostergård to attract visitors for stays. The concept focuses on reflecting the monastry's openness for thoughts and doubts. It also tributes the two nuns who lived and practiced their religion here for over 50 years. Custom graphics are created to speak to the brand's tone and keywords; rest, depth and growth. The end result is an identity that not only reflects the monastry and its nature, but also drives visiors for the business.

Research

Competitor Analysis
Background research

Competitor Analysis
Background research

the logo

Important details

The cross in the window is one of the most important details in the monastry according to Marina, the priest of Överselö's Church. The window and its cross is recognisable to the guests when they visit.

Important details

A meaning for everyone

The priest's idea with the monastery was that it should be a place for both non-believers and believers in God, and for everyone to challenge their thoughts about religion. To include non-christians, the cross is shaped in the form of a star. Depending on the interpreter, you can see the symbol as either as a cross or a star - and that way it is inviting to multiple meanings.

A meaning for everyone

Symbolism

The windows stand for light, insights and introspection. It can also mean opening up and looking outwards. The logo's minimalism represents the nun's philosophy of a minimalistic lifestyle.

Symbolism

The windows stand for light, insights and introspection. It can also mean opening up and looking outwards. The logo's minimalism represents the nun's philosophy of a minimalistic lifestyle.

Symbolism

The windows stand for light, insights and introspection. It can also mean opening up and looking outwards. The logo's minimalism represents the nun's philosophy of a minimalistic lifestyle.

Reusing shapes

The shape of the windows in the logo is also reused for framing images on e.g. flyers and on the website. Graphics for the picture frames were custom made to add a beautiful touch and complimentary to both the pictures and the typography.

Reusing shapes

COLOR PALETTE

TYPOGRAPHY

Cardo is a Google font created in the spirit of biblical, classical and medieval typography according to Google themselves. Biblical fonts were my inspiration when I chose the font for subheadings and body text, so that it would merge with the Christian faith of Överselös Klostergård.

Pattern

I created a custom pattern in Adobe Illustrator, inspired by the medieval frescoes in Överselö Church’s vaulted ceilings. These 15th-century paintings depict biblical scenes and saints, with intricate details and a rich color palette. By translating their elements the monastry's branding, I crafted a pattern that connects Överselö Klostergård’s identity to its historical heritage.