Responsive DH & JS Trading Branding Finals, Rationale & Evaluation
Finals, Concept & Rationale
Danny and Jason approached me to create them some simple online presence on Ebay, I really want to focus in on branding as a specialist area so this was a perfect opportunity to go about it. There target market was a customer base buying automotive tools, components, electrical house hold items, automotive electrical and general workshop supplies. The brief was left open to me as long as the outcome included purple and green.
After researching into potential for drawing in attention on Ebay I knew the resolution needed to be bold and high impact. I came up with a concept that linked the duo's personality and focus on customer service and product knowledge within there business model. To do this I created a logotype that had a mechanical aesthetic too it to emulate the services of the business, the colour green and purple was added to inject there bold personalities into the outcome. A toned down darker green and purple with the addition of grey elements created contrast and a nice element of construction to the outcome.
Business cards carry on the brand identity's colour, business cards are quite personal and the request of purple and green was a more personal request so the application of these within the business cards seemed fitting.
Evaluation
Initially Danny & Jason approached me wanting online presence for there eBay business, this itself was a little dry so I expanded on this brand identity to more print based collateral. I feel I met the duo's requirements and a little bit more, granted the project was left quite open to me they just wanted a concept and resolution that drew customers into there eBay presence with the only requirement been the injection of purple and green.
The concept I created worked well enough to portray the companies products and services while also taking two colours that wouldn't usually work together into quite a conceptually relevant outcome with lots of personality and connections between the company and there customers. As I want to specialise in branding I really focused on the target market when deciding on the concept and how I go about resolving it, I feel I did this very well.
What I also did well was taking a business and creating an entirely new style of brand identity, usually mechanical distributors share a dry sort of cheap looking aesthetic, theres nothing unique about most mechanical organisations brand image. I managed to inject a personal tone of voice into the outcome while also presenting the companies mechanical products and services in a conceptual outcome with iconography that expands on this personal link between customer and company by taking shapes from the logotype (wich all derived from there initals) into iconography that represents the products they sell.
For the digital presence I definitely met there needs, as you see in the development stages and feedback they were happy with the outcome and it definitely stood out through the use of bold tones, imagery and weight.
The print collateral had to be a little more reserved though to avoid a playful tone of voice, it needed to remain accurate and precise to emulate the mechanical products and services, through the careful selection of stock, structured layout, type size and weight I achieved this emulation of the products services while also maintaing a friendly tone of voice and that personal connection.
This personal connection was enhanced through gratitude cards, and the selection of the brands colour within the business card stock. I carefully considered every stage of the brand collateral to maintain focus on the business's services, the friendly tone of voice and the personal link between customer and company.
Through the development I experimented with colour and stock within the print collateral, I think a little extra development on the gratitude cards would have done well as I dont think the repeated pattern works consistently with the rest of the collateral, it doesn't feel out of place but it does share a slightly playful tone of voice.
I really learnt a lot about brand identity through these resolutions, how to communicate a specific service to an intended target audience, and also the beginning of creating a link between online presence and printed collateral something that is very important within the branding direction I want to go down.
Danny and Jason approached me to create them some simple online presence on Ebay, I really want to focus in on branding as a specialist area so this was a perfect opportunity to go about it. There target market was a customer base buying automotive tools, components, electrical house hold items, automotive electrical and general workshop supplies. The brief was left open to me as long as the outcome included purple and green.
After researching into potential for drawing in attention on Ebay I knew the resolution needed to be bold and high impact. I came up with a concept that linked the duo's personality and focus on customer service and product knowledge within there business model. To do this I created a logotype that had a mechanical aesthetic too it to emulate the services of the business, the colour green and purple was added to inject there bold personalities into the outcome. A toned down darker green and purple with the addition of grey elements created contrast and a nice element of construction to the outcome.
Versatile Logo for Ebay profile & Banner shown justified and on a single horizontal line . Supported by iconography made from the shapes and sections from the logotype to create a personal connection between the initials in the logotype and the imagery that references the companies service. This emulates the personal customer service they want to apply to there business model.
The online presence of a banner and Ebay icon works perfect in drawing attention in through high impact, the banner makes use of a modular grid system to give the icons structure which further supports the idea of mechanics, while there alternating arrangement gives of a deconstructed feel also relevant to car mechanics.
The purple and the green is very iconic to the brand identity, an extension of this online presence was created with some printed collateral. Letterheads were created for contacting suppliers to maintain that personal tone of voice within there business model, as finding a supplier is difficult making a good impression counts so a well designed letterhead based on a multi column system presents a good professional feel. Application of the brand identity and tone of voice was injected through the addition of the logotype and colour.
Ebay has a standard invoice template that it supplies sellers with, a well designed invoice on a grey stock gives off a metallic aesthetic which resonates well with the mechanical constructed/deconstructed feel within the logotype.
Business cards carry on the brand identity's colour, business cards are quite personal and the request of purple and green was a more personal request so the application of these within the business cards seemed fitting.
To further inject that personal tone of voice and that connection with the customer some complement cards where created to add in with customer orders. A thank you message to show gratidue will help maintains strong customer relationship and help them achieve positive feedback on there services. In turn enhancing there business success.
Evaluation
Initially Danny & Jason approached me wanting online presence for there eBay business, this itself was a little dry so I expanded on this brand identity to more print based collateral. I feel I met the duo's requirements and a little bit more, granted the project was left quite open to me they just wanted a concept and resolution that drew customers into there eBay presence with the only requirement been the injection of purple and green.
The concept I created worked well enough to portray the companies products and services while also taking two colours that wouldn't usually work together into quite a conceptually relevant outcome with lots of personality and connections between the company and there customers. As I want to specialise in branding I really focused on the target market when deciding on the concept and how I go about resolving it, I feel I did this very well.
What I also did well was taking a business and creating an entirely new style of brand identity, usually mechanical distributors share a dry sort of cheap looking aesthetic, theres nothing unique about most mechanical organisations brand image. I managed to inject a personal tone of voice into the outcome while also presenting the companies mechanical products and services in a conceptual outcome with iconography that expands on this personal link between customer and company by taking shapes from the logotype (wich all derived from there initals) into iconography that represents the products they sell.
For the digital presence I definitely met there needs, as you see in the development stages and feedback they were happy with the outcome and it definitely stood out through the use of bold tones, imagery and weight.
The print collateral had to be a little more reserved though to avoid a playful tone of voice, it needed to remain accurate and precise to emulate the mechanical products and services, through the careful selection of stock, structured layout, type size and weight I achieved this emulation of the products services while also maintaing a friendly tone of voice and that personal connection.
This personal connection was enhanced through gratitude cards, and the selection of the brands colour within the business card stock. I carefully considered every stage of the brand collateral to maintain focus on the business's services, the friendly tone of voice and the personal link between customer and company.
Through the development I experimented with colour and stock within the print collateral, I think a little extra development on the gratitude cards would have done well as I dont think the repeated pattern works consistently with the rest of the collateral, it doesn't feel out of place but it does share a slightly playful tone of voice.
I really learnt a lot about brand identity through these resolutions, how to communicate a specific service to an intended target audience, and also the beginning of creating a link between online presence and printed collateral something that is very important within the branding direction I want to go down.
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