Brand Corporate Identity - Project 3
Brand Corporate Identity
Week 8-10
Chan Meiling// 0337771// BDCM
Project 3
INSTRUCTIONS
MIB
Project 3
Week 8
This week is a public holiday, no class conducted. We were instructed to start preparing for our project 3, and will have to come up with our brand profile and collateral design ideas. After referring to the mind map I've created previously about the brainstorming process of the brand, I compiled the information and added some additional information about the brand.
Brand Profile
For the stationary design, I started off with designing the business card. However, I struggled quite a bit with the use of patterns. I have attempted quite a number of designs but they somehow just don't feel right.
Business Card Design Attempt 1
Business Card Design Attempt 2
Business Card Design Attempt 3
Business Card Design Attempt 4
Business Card Design Attempt 5
Business Card Design Attempt 6
Business Card Back Design Attempt 1
After exploring the use of patterns on my business card design, I decided to start applying on other stationary as well. However, I didn't really have a direction and decided to try out more designs. However, I was still feeling very lost and the designs I've created seemed to be really rigid and stiff.
Letterhead Back Design Attempt 1
Letterhead Back Design Attempt 2
Letterhead Back Design Attempt 3
Letterhead Front Design Attempt 1
Letterhead Continuous Sheet Design Attempt 1
Invoice Design Attempt 1
Apron Design Attempt 1
Cap Design Attempt 1
Cooler Bag Design Attempt 1
Ice Cream Pint Packaging Design Attempt 1
Besides, I've also searched for interior pictures that fits my ice cream shop interior dreamscape concept and photoshopped the picture and turn it into my ice cream shop interior. Firstly, I adjusted the colour by matching colour with the colour palette of the brand and then used brush tool, to change the colours of the picture. Then I added the brand's logo on the wall and added a 3D popping effect with a little shadow.
Environment Original Picture
Environment Design Attempt 1
Week 9
Business Card Design Attempt 7
Business Card Design Attempt 8
Business Card Design Attempt 9
Business Card Design Attempt 10
Business Card Attempt 11
Business Card Design Attempt 12
Business Card Design Attempt 13
Business Card Design Attempt 14
Environment 2 Original Picture
Environment 2 Design Attempt 1
Moving on next, I went on to look for images that suits the style of my brand. I then arranged them by taking the colour, composition of the images into account.
Instagram Feed Arrangement Attempt 1
Instagram Account Mock Up Attempt 1
Web Landing Page Design Attempt 1
Week 10
After getting a clearing direction, I moved on to start designing my stationary again with the style that I've decided to go for.
Business Card Design Attempt 15
Business Card Design Attempt 16
Business Card Design Attempt 17
Business Card Back Design Attempt 2
Envelope Design Attempt 1
Envelope Design Attempt 2
Envelope Design Attempt 3
Envelope Design Attempt 4
Envelope Design Attempt 5
Envelope Design Attempt 6
Envelope Design Attempt 7
Invoice Design Attempt 2
Invoice Design Attempt 3
Letterhead Back Design Attempt 4
I've also tried to explored using the arch doorway as an element for my letterhead design. However, it looks really different from my other stationary designs so I consulted Ms Li Lian and she suggested to just remain the border but removed the arch.
Letterhead Front Design Attempt 2
Letterhead Continuous Sheet Design Attempt 2
Letterhead Front Design Attempt 3
Letterhead Back Design Attempt 5
Letterhead Front Design Attempt 4
Letterhead Continuous Sheet Design Attempt 3
Apron Design
Ice Cream Pint Packaging Design
Cooler Bag Design
Cap Design
Instagram Feed Design & Arrangement
Instagram Account & Feed Design
Instagram Account Design
Instagram Page Mock Up
Web Landing Page Design
Website Mock Up 1
Website Mock Up 2a
Website Mock Up 2b
Website Mock Up 3
Environment Design 2 Attempt 2
Lastly, I decided to push myself a little to come up with one more environment design which is a billboard advertisement poster design. I was feeling really drained at this point and decided to just submit my work without getting any feedback for this.
Billboard Poster Design
Billboard Mock Up
Project 3 Final Submission
Final Brand Profile Submission PDF
Final Project 3 Submission PDF
FEEDBACK
Week 8
This week is a public holiday, no feedbacks given
Week 9
I showed Ms Li Lian my stationary design, collateral and an environment graphic this week. She commented on my patterns, they are too stiff and it reminds her of tarot cards, joker instead of an ice cream escape, she suggested me to improvise on the patterns to make it less rigid. She commented that the interior looks nice and I should come up with one more interior to visualize the shop better.
Week 10
Ms Li Lian went through all the attempts I did for my business card design, social media presence and environment this week. She commented the grid pattern, line element that I introduced in does not fit and she suggested me to go with the design of sparkle at the background that are placed sparingly. She gave me a better direction to start with that design to further work on my other stationaries and collateral. Ms Li Lian said that my website design looks okay and the flow of content, point size and layout are good to go I just need to finish up the footer. She suggested the ice cream drip illustration that resembles my brand could also be the pattern I can use for all my designs and she suggested me to try that out. She also looked at my environment design 2 and commented that it looks good and I can try coming up with one more environment design, perhaps like an advertisement. For my Instagram presence, she reminded me to also include graphics that are done before making the mock up. Lastly, she also reminded me to add on the information that I haven't add on for my brand profile.
I stayed back after class for feedback and showed ms my attempt for letterhead and she said that the door arch shape looks cute and looks like looking through a door in space. She suggested me to allign the information at the center instead using a line, as it makes it look rigid. However, to create consistency the doorway concept I tried seems to lack consistency to all my other stationaries. She suggested me to change the door arch shape into just a border.
REFLECTIONS
Experience:
To be honest, I've struggled a lot in this module and I felt really stuck and lost most of the time in this project. I would say that this project was even tougher than Project 2 and I have really spent so much time figuring out what works the best and trying to maintain a consistency. I felt really stuck and I didn't really want to attend class on week 10 initially because I feel like I have nothing much to show and I felt I'm really behind compared to my other classmates. However, I'm really glad I did because I finally got a clearer direction after the discussions with Ms Li Lian.
Observation:
Throughout this entire project, I observed that consistency is one of the key point in creating a brand identity. Yet at the same time, variation is also important so that the designs will not be just boring and repetitive. Besides, I also observed that most brands that has a successfully build their brand identity uses distinctive colour palette to be easily recognized and unique. I am so thankful that Ms Li Lian suggested me to change my colour palette because otherwise I would have chosen only a very limited and monotone colour palette which would have changed the entire vibe of the brand.
Findings:
I realized that building a brand's identity is really a complex and not an easy thing to achieve. So much thoughts and considerations need to be taken into account to build a brand. I finally understood why Ms Li Lian kept asking us all the reasons behind our decisions/ preferences etc at the beginning of this module during our brain storming process because all the reasons thinking process are where we can draw meanings and ideas which is really important in building brands.
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