- [Instructor] Illuminating and ultimate gray
bring a positive message
that elicits optimism, clarity,
wisdom and feels everlasting.
If you are rebranding or developing a new brand campaign
and are curious about using illuminate and ultimate gray,
you'll want to have a deep understanding
of your audience and market.
So before you get settled in with these hues,
I highly recommend going through an empathy mapping process
to help you develop your ideal audience.
I use empathy mapping to define what emotions,
frustrating, needs, ideals
and insight are associated with the brand
and my client's audience.
If you want to learn more about how I define this process,
check out my movie from another one
of my LinkedIn Learning courses.
Having a visual inspiration guide
like the style scape,
can help your client, team
or even board gain an overall aesthetic
and feel for the brand before designing the actual concepts.
Plus you can align what you know
about the audience and connect it to the brand positioning,
attributes, mission and vision.
What you'll notice is that color starts
to influence the emotions associated with the brand.
Here we have a very basic example.
But you'll want to add more visuals
that serve as inspiration.
Cool logos, packaging, textures,
signage and typography
and of course, include your idea client as a reference.
If you can, explore your community for inspiration
or the internet.
Just make sure you let the client know these
are for inspiration only.
Now let's take a look at a couple of examples.
Brillo Mayahuel is a concept brand
that harnesses Mayan beauty
for natural skincare products.
To tie into the brand essence,
I used illuminate to align with the revitalizing
and energizing effects
of the product and balanced it with ultimate gray
to create a natural, yet trustworthy feel.
The combination of these two colors works
because neither clash or feel overpowering.
Instead, they create harmony,
which is what we want people to feel
in order to buy the product.
Now let's take a look at a different example.
Perhaps you don't want to feel confined
to only using illuminate and ultimate gray.
Here we have another concept brand called El Te Sana Sana,
a healing tea that uses natural herbs and flowers.
Illuminate is a dominant hue
and creates a sense of warmth and vitality.
While ultimate gray is less present,
it still creates a natural and balancing effect.
Now, a lot of natural remedy products
incorporate varying greens in their brand colors,
so it made sense to connect with that
and add a light green hue to the palette.
You can use an uncommon color palette like this
to deliver bursts of energy aligned
with the brand and stand out in your market.
There are many possibilities
as to how you can use illuminate
and ultimate gray in your brand
or marketing collateral.
It's about creating an experience
and aligning the emotions you want to evoke
through these two hopeful, yet resilient hues.