Art And Design Glossary
collection: Branding Fundamentals
01 Brand Identity
A brand’s identity consists of its outward, consumer-facing expressions. Its brand suite, typically includes a logo, secondary logos, marks, submarks, a curated color palette, and fixed typefaces.
02 One Concept
The one-concept approach spotlights stand-out ideas filled with brilliant promise, allowing them their best chance at success. Stemming from a sweeping brainstorm of various design concepts, the concept with the most potential is presented alone, prompting a hyper-focused process of development and refinement in a clear direction.
03 Origin Story
Every protagonist has an origin story. In literary terms, this accounts for a character’s background and major influences. Their humble beginnings. The start of something grand. Your brand’s origin story unveils guiding inspirations and the dawn of a vision. In other words, it reveals your “why.”
04 Style Guide
A brand’s style guide details the visual elements and messaging distinct to the brand. It serves as a reference, an authoritative rule-book on the appropriate uses and applications of graphic elements and other key components to ensure consistency across all platforms and brand expressions.
BEHIND
our
Partnership
collection: Our Own Pas De Deux
I.
Discovery
Like those first “falling” moments, this part of the process is all about that heart-to-heart, soul-baring stuff.
By reflecting on your brand’s origins, researching your industry and ideal consumer, and learning everything there is to learn about your business model, service, and creative process, we’ll uncover the stories that set your soul on fire. By which we mean: the “why” and “how” unique to your brand.
These are insights turned inspirations, serving to inform the creative direction and strategy behind your visual identity.
II.
Storytelling
Drawing from the inspirations unearthed in the brand discovery process, we’ll begin to weave your vision with strategic thought into breathtaking design solutions that are infused with the intricacies of your creative process and speak directly to your ideal consumer.
Using the one-concept approach, we’ll undergo an extensive drafting and revision process to ensure we’re on the same page every step of the way as your re-imagined brand identity comes to life.
We treat your vision with great care and intention, meaning every mark, line, letter, and design is rooted in a thoughtful purpose that serves to tell your story.
III.
Connection
This is the part where we give your new brand a place to call home. Welcome visitors and potential clients into your visionary world with elegant website and collateral design that motivates connections and inspires engagement.
A space that serves to tell your story, spotlight your process, and share your promise, your website will be curated with your new brand assets, aesthetic layouts, user-friendly design, and visual messaging meant to elevate your client experience and level up your brand presence. With your new virtual home and collateral elements such as box and stationery design, you’ll be more than suited up and ready to launch.
