RCMA
The Roaming Center for Magnetic Alternatives (RCMA) is a lending library of over 1000 VHS tapes and video technologies traveling Mid-America to connect with outlying LGBTQ+ populations. An ad hoc media and research center, RCMA provides free screenings, videography workshops, and equipment access for communities who wish to uncover and tell their own stories. The research examines the role of archives, sharing economies, and self-made media throughout queer history.
Kendell Harbin, the founder of RCMA, reached out to Special Edition Co. to create a brand identity and website experience for her project.
The Roaming Center for Magnetic Alternatives (RCMA) is a lending library of over 1000 VHS tapes and video technologies traveling Mid-America to connect with outlying LGBTQ+ populations. An ad hoc media and research center, RCMA provides free screenings, videography workshops and equipment access for communities who wish to uncover and tell their own stories. The research examines the role of archives, sharing economies and self-made media throughout queer history.
Kendell Harbin, the founder of RCMA, reached out to Special Edition Co. to create a brand identity and website experience for her project.
The Roaming Center for Magnetic Alternatives (RCMA) is a lending library of over 1000 VHS tapes and video technologies traveling Mid-America to connect with outlying LGBTQ+ populations. An ad hoc media and research center, RCMA provides free screenings, videography workshops, and equipment access for communities who wish to uncover and tell their own stories. The research examines the role of archives, sharing economies, and self-made media throughout queer history.
Kendell Harbin, the founder of RCMA, reached out to Special Edition Co. to create a brand identity and website experience for her project.
My Role
Branding & Identity
Web Design
Research
Wireframing
Collaborators
Trent Roach
Special Edition Co.
Completed
2017
Inspiration
We collaborated with Kendell to create visual mood boards to understand the aesthetic and essence. She wanted the brand to feel nostalgic, yet modern and draw inspiration from VHS covers, vintage film, old TV production company logos, and contemporary print design.
We collaborated with Kendell to create visual mood boards to understand the aesthetic and essence. She wanted the brand to feel nostalgic, yet modern and draw inspiration from VHS covers, vintage film, old TV production company logos, and contemporary print design.
We collaborated with Kendell to create visual mood boards to understand the aesthetic and essence. She wanted the brand to feel nostalgic, yet modern and draw inspiration from VHS covers, vintage film, old TV production company logos, and contemporary print design.
Branding Iteration
Guided by our mood boards, we iterated broadly and played with different typography, graphic elements, and shapes to ground the mark. We worked closely with Kendell throughout the process to learn what was working and continued to refine. Below are a handful of our concepts.
Guided by our mood boards, we iterated broadly and played with different typography, graphic elements and shapes to ground the mark. We worked closely with Kendell throughout the process to learn what was working and continued to refine. Below are a handful of our concepts.
Guided by our mood boards, we iterated broadly and played with different typography, graphic elements, and shapes to ground the mark. We worked closely with Kendell throughout the process to learn what was working and continued to refine. Below are a handful of our concepts.
Typography & Color
We wanted the type pairing to reference the vintage digital, yet contemporary feel of the inspiration. Kendell wanted the primary branding color to reference the VHS blue screen. We complimented the primary color with a set of lighter colors and gradients to act as backgrounds for web and print.
We wanted the type pairing to reference the vintage digital, yet contemporary feel of the inspiration. Kendell wanted the primary branding color to reference the VHS blue screen. We complimented the primary color with a set of lighter colors and gradients to act as backgrounds for web and print.
We wanted the type pairing to reference the vintage digital, yet contemporary feel of the inspiration. Kendell wanted the primary branding color to reference the VHS blue screen. We complimented the primary color with a set of lighter colors and gradients to act as backgrounds for web and print.
Final Branding
The final branding for RCMA features a logotype, a suite of flexible logo lockups, and various supporting graphic elements.
The final branding for RCMA features a logotype, a suite of flexible logo lockups, and various supporting graphic elements.
The final branding for RCMA features a logotype, a suite of flexible logo lockups, and various supporting graphic elements.
The logotype features adapted letterforms, adding a +/- to the R and A, referencing "Magnetic" in RCMA. There are variations with and without the full name for different applications.
The logotype features adapted letterforms, adding a +/- to the R and A, referencing "Magnetic" in RCMA. There are variations with and without the full name for different applications.
The logotype features adapted letterforms, adding a +/- to the R and A, referencing "Magnetic" in RCMA. There are variations with and without the full name for different applications.
Circular lockups feature a graphic representation of a road leading toward a horizon that can be paired with the logotype or a line graphic VHS tape. Some lockups feature the full organization name around the border, while others are independent for simple applications like stamps.
Circular lockups feature a graphic representation of a road leading toward a horizon that can be paired with the logotype or a line graphic VHS tape. Some lockups feature the full organization name around the border, while others are independent for simple applications like stamps.
Circular lockups feature a graphic representation of a road leading toward a horizon that can be paired with the logotype or a line graphic VHS tape. Some lockups feature the full organization name around the border, while others are independent for simple applications like stamps.
RCMA on the web
RCMA on the web
RCMA on the web
After establishing the RCMA identity, one of the primary applications of the brand was on the website. The website is important because it provides context about the project and helps promote upcoming events and workshops. The site is fully responsive to ensure a seamless experience across all devices.
After establishing the RCMA identity, one of the primary applications of the brand was on the website. The website is important because it provides context about the project and helps promote upcoming events and workshops. The site is fully responsive to ensure a seamless experience across all devices.
After establishing the RCMA identity, one of the primary applications of the brand was on the website. The website is important because it provides context about the project and helps promote upcoming events and workshops. The site is fully responsive to ensure a seamless experience across all devices.
Establishing the web experience
Establishing the web experience
Establishing the
web experience
We had brainstorming sessions with Kendell to learn about her goals for the site, determine necessary pages, and discuss the overall user experience. The insights we gathered guided initial site map sketching and low fidelity wireframing to work out the information architecture.
We had brainstorming sessions with Kendell to learn about her goals for the site, determine necessary pages, and discuss the overall user experience. The insights we gathered guided initial site map sketching and low fidelity wireframing to work out the information architecture.
We had brainstorming sessions with Kendell to learn about her goals for the site, determine necessary pages, and discuss the overall user experience. The insights we gathered guided initial site map sketching and low fidelity wireframing to work out the information architecture.
We digitized sketches to continue refining the UX and information architecture of the site.
We digitized sketches to continue refining the UX and information architecture of the site.
We digitized sketches to continue refining the UX and information architecture of the site.
Landing & Home
Landing & Home
Landing & Home
The landing page of the website features a VHS screen. Upon click, the user is taken to the Home page, which features a brief description of RCMA. Below the logo, navigation links are universally displayed for easy browsing of all of the content.
About
RCMA is a very unique project, so it was essential to Kendell that the About page had a clear narrative to explain its story and mission. We structured the page so that relevant imagery splits up the copy to support the story and make large blocks of text more legible.
RCMA is a very unique project, so it was essential to Kendell that the About page had a clear narrative to explain its story and mission. We structured the page so that relevant imagery splits up the copy to support the story and make large blocks of text more legible.
Upcoming
RCMA hosts lots of events around Kansas City, but Kendell also takes her roaming center on the road in her van and transforms parking lots, strip malls, private venues, and public squares into pop up classrooms.
Events include VHS tape preserving and free digitization services, workshops, and VHS and equipment rentals. The Upcoming pages are crucial for promotion and providing participants information about the events.
Events include VHS tape preserving and free digitization services, workshops, and VHS and equipment rentals. The Upcoming pages are crucial for promotion and providing participants information about the events.
Archive
Kendell collects VHS tapes at events and gathers donations to digitize. The Archive page is a space for this content to live online in its new digital format. Because some of the videos from events are personal to the donors, Kendell wanted to keep this page password protected and only accessible to collaborators until the content was vetted and ready to go public.
Contact, Support & VHS Digitization
Other pages like Contact and Support provide visitors information about reaching out to RCMA about an event or donating to the project. Additionally, there is a page for booking a free VHS digitization appointment with Kendall.
Brand Application
In addition to web application, the brand identity is utilized on promotional and informational materials, including screen-printed tote bags and t-shirts, buttons, and risograph printed handbills and flyers for events. The brand is also used across social media for online promotion.
In addition to web application, the brand identity is utilized on promotional and informational materials, including screen-printed tote bags and t-shirts, buttons, and risograph printed handbills and flyers for events. The brand is also used across social media for online promotion.
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