- Once a logo design is done
and all the various brand assets
have been delivered to a client,
doesn't mean the work is finished.
The life of the brand has just begun.
And brand building is the process of generating awareness.
So all the brand assets that we've delivered
to Elevated Culture are showing here.
This is the totality of all the various independent graphics
that they now have to use
and produce everything they want to produce.
We provide them in such a way that
everything can work on a light or white colored background
but we also provide all the assets in a way that would work
in a reverse sense on a dark colored background.
And this is going to make usage easier for them
as they move forward and begin to build their brand.
The first level of brand building
entails their identity design.
So I'll design a business card form.
And if needed a letterhead and envelope.
Although that is becoming less needed
as companies work and communicate digitally.
But I like how their business card came out,
and this is going to be effective
for pushing people to their website
and introducing their lifestyle brand
to those who may potentially carry it
in their stores, et cetera.
So this is the case where,
I really think business cards
are as vital as they ever have been.
Other elements of identity, such as letterhead,
most of the time can be digitally printed
from a decent printer.
And envelopes although I really enjoy designing them
tend to be really expensive, and not so much needed anymore.
So we're going to move into other areas
that I want to help the client,
kind of envision of where they can go.
Specifically the merchandise.
I like to help a client see the potential
of where their future lays
and how they could approach it and build brand awareness.
Since Elevated Culture is a lifestyle brand,
I'll showcase how they could merchandise their brand.
Here's a mock-up,
showing their brand assets on a black T-shirt.
I think this looks great.
We can take another one and showcase this.
Maybe even on the tags of the individual shirts,
we have an element of the brand,
where it's just the panther head.
I think all of these would work great.
So merchandising is an obvious one,
especially in the context of a brand,
that's a lifestyle brand.
That will be some of their product
that they use moving forward.
There's other forms of traditional ways
to get brand awareness out there.
So direct advertising campaigns,
focused on product like merchandise
or image ads to build brand awareness
and direct traffic or effective ways to build awareness
and draw more attention.
So here's one, it's still showcasing merchandise
but this could be how an ad could be designed
to be placed in The TRADE Publication
or in some other type of magazine
to bring awareness to the brand.
Showcase their branding,
showcase what the brand is all about.
All of the elements of promotion,
we're using quotes derived from historical individuals.
And this one is from Beyonce, which is pop culture.
"I don't like to gamble but if there's one thing
I'm willing to bet on it's myself."
So it reinforces those core elements of the brand;
wisdom, strength, perseverance,
and elevating the mindset and culture.
We also came up with a clever buy line for Elevated Culture
and that is The Path of the Panther.
I really like how that came on.
So you can see we can leverage
different brand assets to pull these off.
Let's take a look at another one.
Here's one where it focuses
all about the elevating, the mindset.
So we have the brand featured prominently
in terms of its visual presence,
but we also reinforce it,
based off of the thinking behind the brand.
Once again, utilizing a quote,
"What you're thinking is what you're becoming" Mohammed Ali.
Let's take a look at another one.
Here's one where it's more focused
on the aesthetics of the brand.
They plan on selling merchandise, not just T-shirts
but clothing and secondary elements like the satchel.
"So challenge yourself,
it's the only path which leads to growth," Morgan Freeman.
So another usage where we're taking brand elements
and we're imbuing them into the design, into the layout.
And these are what are called image ads.
A lot of companies do this just to drive their image
just to drive the awareness that their brand exists.
Here's another one,
taking a positive photography element
and working it in with the brand can create
a captivating visual that communicates powerfully.
Photography combined with just clean graphics
has always been my favorite aesthetic.
It's just so much fun to work with great photography.
Having great photography inspires design in my opinion.
I saw this photograph that Omar pointed out and I loved it.
I loved everything it says about it,
characters, power, Booker T Washington,
but it was fun to weave in
all these brand elements to reinforce it
and make it truly unique.
This can be applied to any type of photograph.
I could see this really large on the side of the building
as an ad or projected.
Here's another promo where maybe
they're marketing some of their product.
And so you can have a call to item
for the item number down here,
directs them to the website,
and notice that's one thing I'll point out
is whenever I design a layout,
I'm trying to guide the viewer's attention.
Their eye might start here,
but it goes down, reads the quote
and it kind of swings over to where you want them to go,
and that is the website.
They'll also look at the product of course,
and the individual wearing it.
But that's how you can design a promotion like this.
It's going to help the company build the awareness.
This doesn't happen fast, it happens over time.
So think of this type of creative work,
as dreaming on behalf of your client.
You're helping them to grasp a vision
they can move forward with.
Building brand awareness is a long, hard battle.
So helping your clients see practical ways
to approach this challenge,
will equip them with the strategies they need to consider.
It'll also build trust,
and that makes a good client, a great client.