Building a visual identity is not merely creating a logo or selecting colors. It’s about telling the story of a brand and making it care deeply about its people. We were recently approached to build the visual identity for a leading local business that needed to take its presence to the next level. This blog brings you along with our creative journey, from discovering the client’s nature to delivering a bold final product. Whether designer enthusiast, entrepreneur, or just an interested reader, here’s a behind-the-scenes view into the art of brand evolution.
Understanding the Client
Before we ever put pencil to paper, drawing the first line, we started by placing ourselves in the client’s universe. This hometown brand, so well-liked by its community, wanted to differentiate without losing touch with where they came from. They had one thing in mind: to revamp their visual identity without alienating their existing customer base.
To fully understand their needs, we held discovery sessions where we asked big questions:
- What are your company’s core values?
- Who is your audience?
- What do you want your brand to make them feel?
The answers told us who they were at their core: a community-focused, vibrant brand based in local culture. After that, we determined their brand personality, which was reliable, consistent, and innovative. We also examined their target market, which was families, young professionals, and loyal local supporters. All this detailed understanding was what each decision depended on.
Research and Inspiration
With the client’s energy in mind, we set out to do the research. We compared the competition, identifying what other similar companies were doing with their visual identity. What was working? What was standard? Inspiration also came from closer to home—local landmarks, culture, and tradition that could provide the brand’s story with authenticity.
We then explored visual trends suitable for the business sector, using mood boards to gather ideas. Some key themes brought the visual language together:
- Community Connection: Inviting and approachable imagery.
- Local Pride: Inclusions of local art and cultural iconography.
- Modern Simplicity: Clean, refined design that looks new.
This thorough research not only sparked creativity but also aligned our ideas with both the client’s requirements and their customers’ expectations.
Design Ideas
With the creative juices flowing, we began working on building the designs. We wanted to visually depict the brand values without it being too generic for the competitive arena.
Logo Concepts
We presented three initial logo concepts:
- Concept A: Symbolism-driven, incorporating elements of the region’s geography.
- Concept B: Minimalist wordmark with hand-crafted tones and new-age fonts.
- Concept C: Dynamic emblem with abstract icon representing unity and growth.
Each idea included a complete rationale describing the thought process behind the design choices, font selections, and the origin of the idea.
Color Palette
Color psychology played a crucial role here. For this brand, we needed vibrant but harmonized colors that convey trust, warmth, and energy.
The proposed palette included:
- A refreshing teal for newness and innovation.
- Nurturing gold accents for warmth of community.
- Refined gray hues.
Typography
For typography, we narrowed down to contemporary sans-serif fonts that could embody the brand’s progressive spirit without compromising on legibility in digital and print forms.
Iteration and Feedback
Once we shared the preliminary concepts, we invited the client’s team for a session of feedback. This give-and-take was crucial. Through the process of feedback, we were able to adjust the designs so every detail met their expectations.
For instance, while the client really liked the community focus of Concept C, they wanted the emblem to be less abstract and more region-specific. On the other hand, they loved the teal and gold color scheme, which was most prominent in the final outcome.
We made adjustments to the emblem design in later revisions so that it featured subtle nods to regional culture, lent the overall feel some warmth, and refined the typography.
Final Visual Identity
Through rigorous feedback and refinement, the final visual identity was a strong, cohesive blend of tradition and modernity.
The Logo
The final logo was a minimalist emblem that resembled a local symbol, conveying trust and familiarity. It was dynamic but timeless, flexible enough to be used across various platforms and applications.
Color Palette
The gold and teal colors we initially recommended provided the perfect environment, radiating innovation and civic pride. The colors were complemented with neutral grays to provide harmony and versatility.
Typography
We selected a sans-serif typeface as the primary typography for the brand, with a light serif as an alternative font, providing marketing pieces with an air of sophistication.
Supporting Visuals
We also provided branded patterns, photography guidelines, and unique graphic elements to ensure that the visual identity was cohesive on all platforms.
Implementation
Designing a visual identity is one thing; implementing it is another challenge. For a consistent brand experience, we created a comprehensive brand style guide covering the use of logos, color codes, typography sequences, and tone guidelines.
The new brand face extended to different platforms:
- Digital Presence: The website and social media handles were completely revamped to feature the new look.
- Marketing Materials: Print materials such as flyers, brochures, and advertisements became bolder and more cohesive.
- Packaging: Products now featured new designs that connected to the brand story.
- Community Spaces: Signs and banners at community events carried the new visuals, making the brand more visible.
The Impact
The new visual identity was welcomed both internally and externally by the company and their audience. Social media engagement increased as long-time fans became interested in the new look, while newcomers were drawn to the brand.
Beyond appearance, the updated identity reiterated the brand as a reputable and progressive business. The client reported an increase in customer inquiries and a stronger bond with their local community.
Reimagining Narrative and Identity
Creating a visual identity is both art and science. It’s learning not just the brand but the people it serves. For us, this project was an eye-opener to the power of design when coupled with intent and collaboration.
Ready to redefine your brand identity and narrate your story like never before? Work with us. Get in touch today, and together let’s create something special.
