The Scribe: From Blank Canvas to Brand Identity
Role: Editorial Design & Art Direction
Client: Jose Rizal University – Senior High School Division
Stepping into the role of Lead Layout Artist for The Scribe presented a unique challenge: building a visual identity from a blank slate. Without legacy assets or established templates, I was tasked with repurposing the publication from the ground up.
Beginning in 2018, this project became the crucible for my technical development in Adobe InDesign. Over the years, the magazine's aesthetic has evolved in tandem with my own skills, transitioning from experimental layouts to a refined, cohesive design language. This collection showcases not just the history of the publication, but my personal journey in mastering typography, grid systems, and visual hierarchy.
Brand Guide
After initially restructuring the publication’s layout in 2018, I recognized the need for a standardized visual language to ensure consistency across future issues and digital platforms.
I developed The Scribe’s official Logo and Style Guidelines, a comprehensive manual defining the publication's brand architecture. This document codified the primary color palette (Navy, Gold, and Bronze), typography usage, and logo clear-space rules. This system transformed the publication from a collection of loose layouts into a recognizable, cohesive brand entity for the Jose Rizal University Senior High School division.
I developed a flexible brand identity designed to evolve with each issue's unique theme. The core of this project was creating a system where the magazine's branding—specifically the color palette for the logo and cover elements—would dynamically adapt to complement the mood and aesthetic of the cover artwork.
This approach ensures that while the publication maintains a consistent structure, its visual tone shifts to reflect its content.
Foundation: I established the foundational rules for typography, logo usage, and layout in the Logo and Style Guidelines, creating a stable framework for the brand.
Adaptation in Action: As seen in the collection of covers above, the "thescribe" masthead and accompanying design elements change color to harmonize with the photography or illustration, creating a cohesive and impactful visual experience for each edition.
This project demonstrates my ability to build versatile design systems that balance brand consistency with creative flexibility.
