30/10/24 - 22/11/24 / Week 7 - Week 9
Sheren Princessa Davon / 0362134
Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 3: Positioning & Identity
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INSTRUCTIONS
Task 3: Identity & Positioning
This task is a continuation of Task 2 where we created our brand logo, and now we are to complete our branding by adding our brand story, vision & mission, target audience, brand value, USP, and brand positioning statement. Then we were also tasked to create applications in terms of corporate stationery, collaterals, digital presence, and environmental graphics.
Brand Positioning
I started to outline all the necessary information that made up my brand from the requirements above. At first, the brand values I had were leaning more towards the USP, but after group tutorial I got a better understanding of how to write my brand values thus I finalized my brand positioning.
Upon Task 2 feedback, I also made a few changes in my Visual Guideline (Task 2). I adjusted my logo clearspace to provide better alignment for my logo + strapline. I also changed some of my brand colors to be utilized better.
My Brand Positioning + Applications References can be found in the slides below:
Fig 1.1 Brand Positioning Slides - PDF. Week 9
Applications
Corporate Stationery
For this section, we are required to design our name card, letterheads (empty & mocked-up letter), invoice, and envelope.
I created several versions of my designs on Illustrator using the patterns derived from my logo in Task 2 with my new brand colors. For consistency, I kept the same overall design for all of the stationery (except name card, I kept that more minimalistic to prevent other distractions from the important text in it). I opted on my first pattern as I felt that this pattern represented my brand the best, where I just displayed this pattern repeated in the back cover of my letterhead and invoice.
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| Fig 1.2 Corporate Stationery Design Overview on Illustrator |
Collaterals
For my collaterals, I chose to design the jewelry box, paper bag, gift cards, and the drawstring bag in which my jewelry will come with.
I played around with different designs, utilizing different patterns and base colors where I eventually ended up with minimalistic designs as that's how I want to present my brand, simple yet elegant.
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| Fig 1.3 Collaterals Design Overview on Illustrator |
Digital Presence
The digital presence consists of 2 submissions: website landing page and Instagram profile grid. I first outlined the wireframe for my website on a separate Illustrator document.
Fig 1.4 Website Wireframes
After receiving feedback from Ms. Lilian, I placed the images and finalized the website page. Images used in the website can be found in this Pinterest board.
I laid out a rough idea of my Instagram profile grid as well, playing around with the different mockups I created or even using the actual artworks to create some variations.
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| Fig 1.5 Instagram layout grid |
Environmental Graphics
I chose the storefront design and a promotional ad to be placed on a sidewalk stand. I designed an A3 sized poster where I utilized another one of my brand patterns as the side borders and of course used my brand colors. The poster is quite simplistic and minimal, just like my brand.
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| Fig 1.6 Poster |
Mockups
After feedback and finalizing all my artworks (see results in final submission section), we're finally on the fun part... mockups! I sourced the internet for mockups, but mostly ended up using mockups from Unblast as they had a lot of free mockup templates. I downloaded the Photoshop files and placed my artworks on the mockups and exported them.
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| Fig 1.7 Mockup on Photoshop |
At first I struggled finding mockups for the letterheads and invoices since I couldn't really find free mockups that showed both sides of the paper, but thankfully, I found one. I couldn't change the background to match my brand colors but this will suffice I think..
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| Fig 1.8 Letterhead Mockup |
I decided to design my storefront where I imagined how the physical store will look like. I wanted a more rustic and vintage feel, where I found the perfect mockup and edited it on Photoshop itself. I changed the store color to match my green and placed my logos on the front, with the tagline on the top of the store and the opening hours on the door. I edited this all directly on Photoshop.
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| Fig 1.9 Storefront Mockup |
I found a mockup for my sidewalk stand in the perfect setting so I went ahead and added my poster to it.
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| Fig 1.10 Sidewalk Mockup 1 |
However after I exported it, I found that the photo quality wasn't the best.. so I tried to find other similar mockups on the Internet I can use. I wanted one on a real sidewalk setting to make it even more realistic but unfortunately most of them were paid so I ended up with this stand instead:
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| Fig 1.11 Final Stand Mockup |
See all my process/scrapped artworks and mockups in this Google Drive.
Final Submission
Brand Positioning
Fig 1.12 Brand Positioning Slides - PDF. Week 9 (22/11/23)
Applications
Find all my submissions (artworks & mockups) here: Google Drive Folder
FEEDBACK
Week 7
We had a group tutorial for starting task 3 where we discussed our brand positioning. For the brand story, we can use different approaches; more narrative / straightforward. I found that my brand values were more like my USP, Ms. Lilian reminded us to look at the brand values in the pov of design, the principles, important things, how brand projects, the gut feeling of what you get when you see the brand.
Week 8
ILW (no feedback given)
Week 9
We had an individual tutorial with Ms. Lilian where I showed her the applications for my brand and picked out the final versions and some improvements to be made. I was reminded to not add additional patterns beneath the logo (remember logo clearspace).
Letterhead 1 - increase logo size, make the other small text the same size for hierarchy & balance
Invoice - align the text on the top, can introduce the same pattern in chosen letterhead to match
Name card - horizontal ones reflect my brand more
Mindful type choice
Website - navigation text can be smaller
REFLECTION
I found designing the collaterals and applications in this task more fun compared to the first task where I developed my logo as I could finally see my brand coming to life. I explored different versions of my designs to ensure the best outcome of my work. I was able to utilize my brand patterns derived from my logo to further contextualize my brand. By utilizing the same patterns and concepts, I aimed to create a cohesive and consistent brand visuals. I enjoyed the whole design process, especially the mock-ups part as I could finally see what my designs would look like in real life (though digitally) which felt quite satisfying.
Through this task, I learned the importance of fully understanding your brand before you start to bring it to life. It is essential to understand the brand and what exactly the brand wants to put out. After that only we can start to design the visuals of the brand that reflects its essence. It was quite a challenge at first as I was new to all this. But after further conceptualizing what my brand meant, its values and missions, I was able to visualize what my brand truly looked and felt like to me, ultimately helping me in designing the applications for it. As I wanted to convey an elegant yet authentic and natural brand, I chose the colors and utilized typography through minimalism concepts in my designs.
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