Federation rebrand / Logo development / Community testing

Victorian Naginata Federation

A community-shaped identity refresh

A creative direction and identity refresh project centred on rebuilding the federation’s visual identity through structured concept development, community voting, and iterative review with both local and national stakeholders.

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Role

Led the rebrand direction

Creative Direction & Brand Identity Lead

Scope

Iterated across structured community testing

Developed multiple logo routes, ran structured community review and voting, then refined the strongest directions through successive local and national federation feedback rounds.

Results

A final logo shaped through feedback

Gathered feedback from 30+ unique participants and achieved a 97% satisfaction rate on the final logo direction after multi-round concept testing and stakeholder review.

Producer process

Project context The federation needed a stronger and more contemporary visual identity, centred on a new logo that could better represent its community and presence.

Team & stakeholders Worked with the Victorian Naginata Federation, national federation stakeholders, and 30+ community participants contributing direct feedback and structured votes.

Timeline Delivered across a 2025–26 multi-round concept, testing, and refinement process.

Workflow Drafted multiple design routes, presented them in a structured review environment, gathered votes and commentary, then iterated the strongest options into successive rounds.

Challenges Needed to balance tradition, recognisability, symbolism, and community preference while shaping a mark that felt both respectful and distinctive.

Delivery Produced the final logo direction through structured concept testing, community voting, and feedback integration across several refinement cycles, ending with a 97% satisfaction rate on the chosen design.

Narrative

Light led the Victorian Naginata Federation rebrand as a structured direction process rather than a one-pass logo exercise. He developed concept routes, framed the decision criteria, and built a review process that let community feedback shape the work without losing design clarity.

He gathered responses through voting and discussion, then used those findings to guide successive iterations. The project required careful balance: tradition and modernity, symbolic meaning and readability, local community expectations and federation-level stakeholder input.

The final mark was tested, refined, and carried through multiple rounds of review with more than 30 participants, leading to a 97% satisfaction result. The project demonstrates Light’s strength in creative direction, stakeholder alignment, and identity work that holds up under scrutiny.