Diagon Alley, ATX
Brand Identity and Print Collateral
Once a year, magical wizardry transform Joel Pace and Amanda Steele’s home into scenes from the Harry Potter movie series. They construct each set by hand with incredible attention to detail. Visitors can donate what they wish, and the funds benefit three local charities - Zach Theatre, Foster Angels of Central Texas, and Variety, the Children’s Charity of Texas.
For more information on Diagon Alley ATX, please visit their Facebook page: www.facebook.com/DiagonAlleyATX
The Logo Solution
Diagon Alley ATX is located in Austin, TX. Thousands of people visit Austin yearly to watch the bats fly out of the Congress Avenue bridge. Combining Austin’s favorite mammal with the flying golden snitch from the Harry Potter series made sense. The two combined make for a unique representation of Diagon Alley ATX.
Style Guide
In many cases, small businesses and non-profits only need a style guide instead of a fully flushed-out branding guide. This document details the brand’s typefaces, color scheme, and alternative logos.
Yule Ball Transition
Joel and Amanda designed new sets in the winter of 2021 and transitioned the Diagon Alley walk-through experience to a walk-up experience. This yard sign was distributed to other large holiday displays in Austin as a way to cross-market. Diagon Alley ATX - The Yule Ball Experience will take a break in 2023 but will return with new additions in 2024.
Reflection
I created Diagon Alley ATX’s first logo in 2018 and branded it in 2022. Joel and Amanda created Austin Imagination Foundation, a 501 C3, and Diagon Alley ATX is their first project under this foundation. I have plans to brand Austin Imagination Foundation in 2023.
NOTE: This is a not-for-profit project. The Bat Snitch is “transformative” and falls under Section 107 of the United States Copyright Act. The logo is limited to nonprofit educational use and is not used for commercial purposes. T-shirts and other items were used as gifts by and for the volunteers of this project. I did not receive compensation, and the nonprofit did not commercially benefit from these items.
