Brand Corporate Identity: Task 3 - Brand Profile & Applications

MKT62404 Brand Corporate Identity 23.5.22 - 3.6.22 (Week 9 - Week 10)

Wendy Seto / 0348805
MKT62404 Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 3: Brand Profile & Applications

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LECTURES

Please refer to these pages:
Week 1 - Week 3
Week 4 - Week 5

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INSTRUCTIONS

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PRACTICAL

1) Task 3A: Brand Profile

This task is a continuation from Task 2B where we are supposed to start the positioning of the brand we have created. Things to include are as following:

1. Description
2. Offerings
3. Concept
4. Vision
5. Mission
6. Values
7. Products
8. Positioning statement
9. Voice
10. Tagline
11. etc.

Along side, we have to show our moodboard for the visual reference of Task 3B.

fig 1.1 brand profile docs 23/5/22.pdf


fig 1.2 brand profile slides.pdf 3/6/22

2) Task 3b: Brand Applications

Next we have to design the application of the brand and logo to 4 different categories:

2.1 Stationery

Business Card

This is my rough attempt on the business card I did on my iPad, I just want to see how it looks like with rounded edges.

fig 2.1.1 business card rough attempt 22/5/22

Furthermore, I made 3 designs. The first design is using imagery in the background and for the other 2 I just simply played around with both the logomark and logotype. Fun fact, the address "Avenir Boullevard" is taken from the typeface I am using because I do not know what else should I put hahaha.

fig 2.1.2 business card design process 29/5/22

The one with imagery is looking nice but Miss Lilian agrees with me that using a geometrical shape behind a logo is considered as the logo as well. However, she thinks that I can actually use the other 2 designs and make it one for the company while another for personal so here are my final designs:

fig 2.1.3 company business card (front) final.jpg 2/6/22


fig 2.1.4 company business card (back) final.jpg 2/6/22

fig 2.1.5 personal business card (front) final.jpg 2/6/22

fig 2.1.6 personal business card (back) final.jpg 2/6/22

fig 2.1.7 company business card mock up final.jpg 2/6/22

fig 2.1.8 personal business card mock up final.jpg 2/6/22

Letterhead & Continuation Sheet

Next is the letterhead and continuation sheet. I have never heard of these stuffs before but I quickly know what they are as soon as I see an example.

fig 2.1.9 letterhead & continuation sheet reference

Here are the 5 designs I created in week 10:

fig 2.1.10 letterhead & continuation sheet design process 29/6/22

Miss Lilian likes the one where I place my brand logo and tagline in the center, however she prefers the contact information to be arranged like in the last design (bottom middle). For the continuation sheet, she suggests me to apply the logomark instead. Overall, she thinks my idea of having grids on the paper is interesting.

fig 2.1.11 letterhead design final.jpg 2/6/22

fig 2.1.12 continuation sheet design final.jpg 2/6/22

fig 2.1.13 letterhead & continuation sheet mock up #1 final.jpg 2/6/22

fig 2.1.14 letterhead & continuation sheet mock up #2 final.jpg 2/6/22

Envelope

Not much exploration were done for the envelope design, I just happen to mix and match the primary colours of the brand Clay O'Clay with the pattern I actually created for the website landing page.

fig 2.1.15 envelope design process 2/6/22


fig 2.1.16 envelope mock up (back) attempt 2/6/22

fig 2.1.17 envelope mock up (back) final.jpg 2/6/22

fig 2.1.18 envelope mock up (front & back) final.jpg 2/6/22

Receipt

Also not much exploration on this part since I only created 1 design. I am pretty sure most or all of my classmates are designing an invoice but I want to make something that will be used more frequently and more common to be seen given by the brand to customer which is in a form of receipt. I have a very weird obsession towards receipts, I collect every single one that I received until the ink became invisible. Originally, it is to help me keeping my expenses on track but as it goes I like comparing the design of one to another.

fig 2.1.19 my receipt collection

Using my receipt collection as reference, here is my own design for Clay O'Clay:

fig 2.1.20 receipt design final.jpg 2/6/22


fig 2.1.21 receipt mock up #1 final.jpg 2/6/22


fig 2.1.22 receipt mock up #2 final.jpg 2/6/22

2.2 Collaterals

Moving on, we have to make at least 4 collaterals. 

Tools

My first collateral are these tools for clay and pottery making, I am aware of how poor the image quality is but this is by far the best that I can use.

fig 2.2.1 clay shaping tools final.jpg 22/5/22

Stickers

Second is stickers, I think this form of collateral can be used for a lot of different purposes for the brand itself.

fig 2.2.2 stickers final.jpg2/6//22

Mug Box

The next collateral is applying the sticker in the product packaging. I chose one of the mug from the image below as the product and designed a box based on it.

fig 2.2.3 mug reference image

fig 2.2.4 mug box design process 2/6/22

fig 2.2.5 mug & box (+ sticker) mock up final.jpg 2/6/22

Hand Cream

For the last collateral, I want to make something that is not directly related to my brand but can still be relevant so I got this idea of making hand creams. I did some research on it and found out that using hand cream is actually essential to those who loves working with clays.

fig 2.2.6 research on hand creams and clay making correlation

Hence, I made 2 designs for the hand cream for different needs. One is formulated for sensitive skin and one for dry skin.

fig 2.2.7 hand creams design process 2/6/22

fig 2.2.8 hand creams mock up final.jpg 2/6/22

2.3 Digital Presence

Website

Here comes the most exciting part. I literally jumped straight into designing the landing page after designing the business cards. And the pattern you have been seeing me using a lot, it was originally created for this.

fig 2.3.1 website design process 22/5/22


fig 2.3.2 website design mock up attempt 23/5/22

Miss Lilian thinks my website design is simple and straightforward, the idea of using the logomark shape to frame the picture can work but I must remember that my logomark got an apostrophe. Therefore, I did some further refining as well as adding more icons into the design.

fig 2.3.2 website design final.jpg 2/6/22

I am so proud of this mock up I made, it got that vintage vibe as I am using the old TOSHIBA computer as the base. Also, I added a scanlines effect to make it more realistic.

fig 2.3.4 website mock up #1 final.jpg 2/6/22

However, I am afraid that it is not allowed since mock ups are supposed to be up-to-date (and relevant to nowadays market) so I also tried to apply it on a macbook. It took me all night to find one image with good quality that I nearly gave it up.

fig 2.3.5 website mock up #2 final.jpg 2/6/22

fig 2.3.6 website mock up #3 final.jpg 2/6/22

Social Media

Other than website, we are assigned to design the social media page as well. At first, I tried to mask a screenshot of my own Instagram account. But then my friend who is also my classmate, Wiceline told me that I can just use a template instead. She sent me the psd. file of the template she got and it is way more convinient and less time-consuming! I never knew something like this exists, has been fooling myself all this time. I set the followers to 21k because I just love the number twenty-one.

fig 2.3.7 instagram profile final.jpg 2/6/22

fig 2.3.8 social media mock up final.jpg 2/6/22

2.4 Environmental Graphics & Simulations

Signboard

The first attempt is a fairly rough one that I did on my iPad so the masking is not that clean. However, I did some adjustments to the wall just to make it green so it matches the brand colour of Clay O'Clay.

fig 2.4.1 signboard attempt 22/5/22

I decided to use another image that has has a reflection for the mock up because I think it was too simple and flat.

fig 2.4.2 signboard final.jpg 2/6/22

Studio

Initially, I want the interior of the studio to be green or pink but it is impossible to find one in it. I even tried to recolour the image but it just won't work. At the end of the day, the logo still go best on white walls.

fig 2.4.3 studio attempt 2/6/22

fig 2.4.4 studio #1 final 2/6/22

fig 2.4.5 studio #2 final 2/6/22

Shop

For the shop, I tried to make the exterior but I decided to not use it because I can't find a single picture (with high resolution) that perfectly represent the image I have in my mind.

fig 2.4.6 shop exterior attempt 22/5/22

For the interior however, I came up with these two:

fig 2.4.7 shop interior attempt #1 2/6/22

fig 2.4.8 shop interior attempt #2 2/6/22

I need to pick one because it would be weird having the same large logo in two different sides of the shop. I picked the first one to finalize and also added the tagline to enhance the overall look so it does not seem to plain.

fig 2.4.9 shop interior final.jpg 2/6/22

Finally, below is the compilation of my applications in pdf slides format.

fig 2.0.1 brand applications slides.pdf

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FEEDBACK

Week 9: I can see you already have some ideas here but remember you need to have all the things stated in the module information booklet. 

Week 10: You can actually make 2 business cards from the designs you have created, one for the company and one for the individuals for example you as the founder. It is recommended to stick with a regular rectangular shape for these cards because it was made to be convinient for others to keep in their wallet. The idea of having grids on the letterhead and continuation sheet is interesting. Using the logo shape as a frame for the image you have on your website design is fine but you mustn't forget including the apostrophe because it is still a part of your logo.

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REFLECTION

Experience

This task was incredibly fun and stressful at the same time. I feel like the time given is very short compared to the previous tasks. We are assigned in week 9 and already have to submit by the end of week 10 which is very rashly in my opinion. My laptop LCD is also getting worse, it won't stop glitching so I have to take a short break in between to rest my eyes. In order to make sure that my designs and mock ups are fine (preventing any misplacement and incorrect colour selection) I have to send the files to my phone and double check on it because the screen is more clear. I feel like this issue has made me work slower than others which makes it really difficult to catch up with the deadlines. I honestly had a hard time trying to complete this task but I am satisfied with the final outcome so I guess it was at least worth it.

Observation

From this task, I learnt that there are so many possibilities when it comes to brand applications. At first, I thought it will not take me so much time due to the time constraint but I guess I was wrong. I also learnt that there are these categories that separated each stuff, all I heard from the previous semesters is collateral.

Findings

The hardest part of this task is to find the accurate images that can be manipulated into our own mock ups while still maintaining good resolutions. Most of the images that suit the criteria are paid. As someone who is a creator herself, I understand very well and really happy that these images got values and are treated the way they should be treated in the first place. It needs a skillful hand and lots of practices to get a great shot where the photographers behind these pictures deserve to be credited. However, as a design student, this is a one big unavoided struggle to face.