PEACOCK ALLEY / DESIGN CASE STUDY
IDENTITY REFINEMENT & BRAND GUIDELINES
From Direction to System
Peacock Alley began with an AI-generated logo concept created by another contributor before I joined the project. The client wanted to retain its fan-shaped peacock direction. My role was to refine that starting point into a more coherent, flexible identity and develop the 24-page guidelines that define its use.
Selected work shared with permission as a design case study. The brand has not fully launched publicly.
CREATED AT / ENGINEERED FLOORS • BRAND / PEACOCK ALLEY • YEAR / 2026 • ROLE / IDENTITY REFINEMENT, ALTERNATE CONCEPT EXPLORATION, ADAPTABLE BRAND ASSETS, AND GUIDELINE DESIGN • PRIMARY DELIVERABLE / 24-PAGE BRAND GUIDELINES
Keeping the direction. Refining the form.
The original image established the fan silhouette and feather-eye motif the client wanted to keep. I retained those recognizable features while replacing the dense illustrated texture with flat color shapes, a simpler bird silhouette, and more consistent feather forms. The aim was to give the preferred direction a structure that could support an identity system.
INHERITED AI CONCEPT
Generated by another contributor before I joined the project; supplied as the client’s preferred starting point.
MY REFINED MARK
Developed around defined color shapes, repeated feather elements, and a simplified central silhouette.
Exploring other possibilities
I also developed alternate interpretations of the peacock: an outlined bird paired with serif type, a side-profile character with a segmented fan, and a circular silhouette with a bold wordmark. These explored different personalities for the brand, while the client’s preference remained with the original fan direction.
ALTERNATE EXPLORATION — NOT SELECTED
Outlined character — A yellow accent and serif wordmark give the illustrated bird a distinct character.
ALTERNATE EXPLORATION — NOT SELECTED
Side-profile character — A segmented fan and rounded outline pair with a straightforward sans-serif wordmark.
ALTERNATE EXPLORATION — NOT SELECTED
Circular silhouette — Negative space and bold typography create a compact graphic treatment.
Working through the fan
The fan studies explore how repetition, feather tips, and the central silhouette change the character of the mark. They record alternatives within the motif the client preferred, from open feather details to a more enclosed circular treatment.
Building a coordinated system
The refined mark became part of a system: a primary lockup, single-color artwork, a related feather favicon, and coordinated color and type guidance. These variants gave the brand usable forms for different placements while retaining the direction the client recognized.
A guide for putting the brand to work
The 24-page guide brings the brand’s visual and verbal decisions into one reference. “Made to Belong” connects the identity to an approachable, design-aware positioning. The document carries that thinking through voice, logo use, color, typography, imagery, messaging, and channel guidance.
A shared reference for the brand
The result is a refined identity and a 24-page guide that gathers Peacock Alley’s visual system, messaging, and usage standards in one place. It gives future brand work a defined starting point as the brand continues toward full public rollout.
CREDITS / The original AI-generated concept was created by another contributor before I joined the project. My work includes alternate concept exploration, refinement of the client-preferred direction, adaptable brand assets, and guideline design. Room imagery and application examples are shown as part of that document.