I was asked to take a look at a well known personal brand and take a fresh, corporate, minimal approach to modernize, reinvent and simplify it. I started the “brand discovery” with in depth research on the influence and association of the brand and developed clear and concise objectives. One of my unique approaches when dealing with projects requiring great vision, is to share my inspiration. This allows my stakeholder to go inside my brain and understand the simple yet complex creative space of the new direction. In addition to all this, I also believed that defining the core values of the brand needed to be defined as well, if I had any hope to reimagine it’s trajectory. With stakes this high, I felt it was important to not only show the updated refreshed mark in static traditional signage mockups but also in motion, in addition to merchandise sample as well. A brand with this much reach begins to define a culture and the new mark had to be transformative, easily reproductive, and cost effective as it relates to all forms of medium and fabrication. The updated mark never made it to the finish line but my analysis was complete and the client stakeholders learned a lot. Sometimes you need to see a vision fully come to life and explore the unknown in order to realize they don’t need to change. A costly research project but nonetheless imperative to having a full, in depth understanding of a brand and the possible evolution of it.
The intent for the first set of concepts was to demonstrate the “why” and how authentic and meaningful each concept was.
The intent for the second round of concepts was to go back to the basics by and to go heavy on cooperate identity .
At the end of the day, simplicity is essential but sometimes it can be too much. In this exercise, I showed the side by side comparisons to each round, to not only get buy in to the design but also to show the different levels on simplicity and how minimal esch concept could go.
One of the strongest cases one can make to show market value is simply showing how the brand “lives with” other leaders in the market and how they compare in regards to simplicity and memorability.