Digital Me: Branding Redo and Research and Development PDF


For this project we have been asked to return to old projects that we have finished within the last academic year to develop and create research and development files for each to show the full design process, our design rationale and our reflections on them. 

Redo the branding? Why not…

Before Christmas we were given a project to brand a hypothetical business from a choice out of a hat. I was given the mixed kicks handmade shoe company. a company that combines different brands of trainers together to create a unique pair tailored to you. before Christmas i was unsure of how to execute the project due to the brand not making much sense and finding it hard to brand a company that would not exist within the real world.

However having time to have gone back to look at the project that i had finished i found a way in which i could create simple changes to the branding, i felt that the branding i had originally created was not suitable for the company in question and was actually a poor representation of how the company would look within the real world.

With this project being my first real branding project since college i found this difficult to get into the swing of things and didn’t feel that i connected enough with the brand as whole to be able to brand the company to the best of my ability.

Having taken a step back i have now gone ahead to make the changes that i wanted to do within the branding, i have firstly out right changed the logo. I do not feel that the diamond shape however effective with the meaning behind it before wasn’t working as a shoe brand and felt that it was too abstract from the purpose. i have created a new logo that is tailored to the company, combining my illustrator skills and two pairs of trainers together i have created the fusion shoes that would be sold within the company. Keeping the logo to simple line drawings has created an effective look to the brand and allows for it to  stand out as a shoe retailer. I have also changed the colour scheme, going from black and white to a dark grey and gold i feel that this is standing out more as a premium brand rather than the black and the white. When the black and white isn’t executed properly it can start to look tacky rather than premium and i feel this is where i originally went wrong.

Since recreating the brand identity i have created the following touchpoint for the brand and they are all within the brand identity.

business cardsScreen Shot 2017-05-04 at 17.23.19Screen Shot 2017-05-04 at 16.17.34shoe box brandingShop frontVANWindow signage

Creating the Research and Development PDF:

Creating the research and development i decided to keep the theme very similar to the penguin pdf i wanted there to be a small connection between all of my pdfs so that they correlate as a set and still look professional.

With my branding PDF file i have put all of the different outcomes and branding that i have done for this project over the last few months. Keeping every part of the design process into the file is making the full document work and flow together.

Screen Shot 2017-06-06 at 10.07.00Screen Shot 2017-06-06 at 10.07.17Screen Shot 2017-06-06 at 10.08.03Screen Shot 2017-06-06 at 10.08.15Screen Shot 2017-06-06 at 10.08.40Screen Shot 2017-06-06 at 10.08.54Screen Shot 2017-06-06 at 10.09.14Screen Shot 2017-06-06 at 10.09.38Screen Shot 2017-06-06 at 10.09.50Screen Shot 2017-06-06 at 10.10.14Screen Shot 2017-06-06 at 10.10.25Screen Shot 2017-06-06 at 10.10.39Screen Shot 2017-06-06 at 10.10.54Screen Shot 2017-06-06 at 10.11.07Screen Shot 2017-06-06 at 10.11.22Screen Shot 2017-06-06 at 10.11.34Screen Shot 2017-06-06 at 10.11.48Screen Shot 2017-06-06 at 10.12.01


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