Projects such as brand architecture, brand archetype (for tone), demographic exploration, messaging exploration, positioning, determining/defining businesses, semiotic building, and more
Internal Documents for Purée Fantastico
Various diagrams to show our process and our unique understanding of pieces of the puzzle
Defining brand archetypes as a method of determining brand architecture, brand tone, and the visual direction for the community focused startup.
Analyzing the photographer's natural style is what derived this branding system. She adored combining patterns and color palettes in a playful and unexpected way, so it was clear something similar would work well for her brand. For each of the three branches of her business, she could explore a wide range of colors and palettes: all interchangeable to suit her needs as she went along.
A word tree was created so that her answers from her FAQ could be organized based on similarities. These groupings were what helped to define how the patterns and colors could interact.
Facing trademark issues over their original name, Essential Living Magazine had to find a new name with the same feel. These are the concepts I introduced in order to help maintain the right feel and balance for the multiple audiences the magazine serves.
Needed demographic exploration and market definition to source and scope interest in their start up, a subscription box boasting locally sourced fermented food products.
Demographic maps, charts, and graphs were created to illustrate the various findings, making the information more accessible.
Competitor analysis is an important component to include in these beginning stage explorations as it shows the client what is currently happening within similar spheres. Being aware of what works and what to avoid is helpful in defining innovation with a crowded marketplace.