How to construct your visual identity, by Julia Moroge, Art Director at TheFamily

HOW TO FIND YOUR GRAPHIC UNIVERSE HOW TO FIND YOUR GRAPHIC UNIVERSE

EVERYTHING IS IN THE WAY YOU LOOK

POETIC &

SYMBOLIC PERCEPTION

OCEAN

RATIONAL VS

EMOTIONAL

COHERENCE / AUTHENTICITYWHAT YOU THINK WHAT YOU SAY WHAT YOU SHOW

FIND YOUR WAY, USE YOUR OWN

TASTES“A little bad taste is like a nice splash of

paprika. We all need a splash of bad taste, it’s hearty, it’s healthy, it’s

physical. I think we could use more of it. No taste is what I’m against.”

- Diane Vreeland

TREND VS

TIMELESS

MAKE CHOICES, BE RADICAL

IDENTITY IS CONSTANTLY EVOLVING ANYWAY…

1.

2.

VISION IS TOO PERSONNAL TO BE DELEGATED

#DIY 1. EFFICIENCY 2. INDEPENDENCE 3. BUT GRAPHIC DESIGNER IS STILL A REAL JOB…

1.VALUESEVERYTHING SHOULD COME FROM THE

2. PICTURES 3. MOODBOARD

4. BRIEF

5. DESIGN

WRITE YOUR

MANIFESTO

VALUES ARE LIKE KEYWORDS ,

FIND A GRAPHIC TRANSLATION FOR THEM

IDÉES PRODUIT IMAGES

1st STEP THE

IDENTITY CANVAS EXERCISE

FOUNDERS WHO ARE YOU? 3 WORDS THAT CAN DESCRIBE EACH OF YOU

WHO DOES WHAT? HUNTER? FARMER? DESIGNER?

YOUR VALUES, PICK 3 BELIEFS AND FIGHTS: WHAT ID DRIVING YOU?

THE PROBLEM WHAT IS THE PROBLEM? DESCRIPTION, SIZE

HOW DO PEOPLE BEHAVE FACING THAT PROBLEM? DESCRIBE 3 CASES IN 5 STEPS ON PAPER

WHAT DO YOU KNOW THAT OTHER PEOPLKE IGNORE? YOUR SECRET ON THAT PROBLEM

THE NICHE WHO ARE YOU TARGETTING? AGE, LOCALISATION, SEX, JOB, HOBBIES

CAN YOU ACCESS THAT TARGET? HOW? WHEN? WHERE?

ARE YOU INTERACTING WITH THAT TARGET? WHAT ARE THE FEEDBACKS?

THE CHINESE PORTRAIT IF YOUR STARTUP WHERE…

A MOVIE A DISH

A CELEBRITY A FRUIT

A CARTOON A COLOUR AN ARTIST

JUST ALLOW YOU

TO DREAM

GO THROUGH THE IMAGE JUNGLE & PRESET YOUR BRAIN

2st STEP BUILD YOUR PINTEREST

USE YOUR THERMOVISION

THE CRUSH MACHINE

- IS A RESEARCH BY KEYWORDS / IMAGES COLLECTION / INTUITIV /WILD

- BUT CONCIOUS / MAKE CHOICES ( ME VS NOT ME GAME )

- DISCOVER INTERESTING MARRIAGES BETWEEN YOUR REFERENCES / HYBRIDATION

THE PINTERESTTHE PINTEREST

VOS OUTILS: CURIOSITÉ & INTUITION

INSPIRATION IS EVERYWHERE,

OPEN YOUR EYES -BOOKS/MAGAZINES/MOVIES/VIDEOCLIPS/ PEOPLE / SHOPS/EXHIBITIONS/TRAVELS/ARCHITECTURE/STREET/ SECOND-HAND/PERFUME … -PINTEREST/GOOGLE IMAGES/ FLICKR/TUMBLR …

BEST TOOLS EVER : CURIOSITY

& INTUITION

CREATE YOUR MOODBOARD

MAKE CHOICES ;-)

3st STEP

THE MOODBOARD THE MOODBOARDAKA GRAPHIC CHART-IS A SELECTION OF YOUR PINTEREST

-HISTORY / CHARACTER / MYTHOLOGY

-REFERENCES

-IMAGES / PICTURES

-COLOURS / MATERIALS

-TYPOGRAPHY

-PAGE LAYOUT / AMBIANCES

4th STEP BRIEF

GRAPHIC DESIGNER OR

AGENCY

YOUR STARTUP / ONE SENTENCE / CATCHPHRASE 1. BIG IDEA What problem do you solve?Why is it a real problem? #Size #Growth #TrendsKey facts to know about this environment ? #Interesting #Short #Facts 2. ABOUT THE STARTUP Who are you?How and why have you been starting working together on this? #Story #EmotionsYour 3 most important values? #Radical #ChoicesYour manifesto - if you don’t have it, the deep beliefs behind your startup. 3. TARGET Who is the 1st very niche you target? #Age #Place #Situation #Style…What people do without your solution? #BehavioursDo you already talk to them ? How ? #Engagement #FiguresYour secret - What have you discovered by interacting with them no one else knows and make you think you got it right?

4.TONE OF VOICE What is the personality of the startup? 4If it was a person, how would you describe its temper? 5.INSPIRING What amazing startups or other product/service inspire you the most?The one you would like your startup to be alike? #rolemodelWhich design website do you think rocks? 6.PRODUCTION Give a precise list: Website, packaging, fb page, logo…Give the priorities and purposes. Ex : my landing page must convert 10,000 people so I can start the packaging of the boxes I will sell…

7.TO TAKE INTO ACCOUNT Budget, pack dimension, legal constraint, …Anything that could have an impact on the creative process 8.DEADLINE / TIMELINE

STORYTELLING =

SOUL

CREATE THE HOLY CRUSH

DO YOU REALLY NEED A STORY? LIL BULLSHIT WARNING…

WHY DIFFERENT TYPES OF

ENTREPRENEURS

THE BIG

1. THE EXECUTANT VISIONNARY (AMAZON)

2. THE SELF-PROCLAIMED COPYCAT

(HOUSETRIP)

3. THE STORYTELLER (APPLE/PALANTIR)

METHODOLOGIE LET’S GO THROUGH

APPLICATED EXAMPLES

SLACK MOJOPEAK

CREATION

HOW IT LOOKED WHAT WE SAW

VALUE PROPOSITION:

OBTAIN YOUR DAILY MOJO TO DEVELOP YOURSELF

MOJO NOT CLAIRVOYANCE / ENERGY VS ESOTHERISMDEVELOPMENT NOT UNHEALTHY CURIOSITY / ZEN VS ANXIETY

VALUES

HUMAN / SELF DEVELOPMENT / ENERGETIC DIAGNOSIS /ELEGANCE /FLUIDITY / DESIGN /

EMOTION / ANACHRONISM

AT THE CROSSROAD BETWEEN WORLDS : THE BEST OF DIGITAL TO SERVE AN ANCESTRAL PRACTICE

WHY BRIDGE THE GAP BETWEEN THIS ANCESTRAL

TRADITION AND THE NUMERIC ERA , BY CREATING A TOOL WHICH WILL DEMOCRATIZE

TAROT ANCIENT TRADITIONS RESPECTFULL MINDSET,

IN AN ENTREPRENEUR BODY

MOBILE APP / UX DESIGN

MATERIAL / PAPER

IDEAS TO GRAPHIC DESIGN

CARDS GAME = PAPER / MATERIAL OR COLOUR

TRADITION + INNOVATION = JAPAN TRANSMISSION / TRADITION = SYMBOLIC RESPECTED

TRANSPARENT DIAGNOSIS = DATA TRACKING / PLAYFULL UX

CHANGING THE MIND = FROM LATIN CULTURE TO JAPANESE

THE CARDS

COLOURS

THE NAME

MOJOPEAK UMOJO

SLACK SLACK

ANALYSIS

VALUE PROPOSITION

BE LESS BUSY.

SLACK BRINGS ALL YOUR COMMUNICATION TOGETHER IN ONE PLACE.

IT’S REAL TIME MESSAGING, ARCHIVING & SEARCH FOR MODERN TEAMS.

WHY SLACK DOES WHAT IT DOES? EMAILS ARE DEAD.

#PAINFUL #CLOSED #ISOLATED #PROTOCOL

WHAT MATTERS THE MOST FOR EFFICIENT TEAMS: ENERGY & WORK.

#TIME SAVING #JOKES #HARD TOPICS #SHARING RESULTS

SLACK HELPS YOU BEING FOCUS TOGETHER.#PAINFUL #CLOSED #ISOLATED #PROTOCOL

WHY SLACK DOES WHAT IT DOES? A GOOD TEAM IS BASED ON CULT & FREEDOM

*CULT: EVERYONE GOING IN THE SAME DIRECTION *FREEDOM: NOTHING IS IMPOSSIBLE

A CULT MUST BE BUILT EVERY DAY#ACTION #HOT #ALIVE

Ex: CUSTOMIZED QUOTES Ex: LIVE DEBATES TO CHOOSE

BEING TOGETHER AND DIRECT#TALK #CASUAL

Ex: SLACK MEEx: SLACK PREFERENCE

VALUES

HUMAN FUN

EFFICIENCY

BACK TO THE FOUNDERS

#GAMERS#GEEKS

#DESIGNERS (FLICKR)

A STRONG IDENTITY, FOR FREE BUT PROTECTED BY GUIDELINES

WORDING / ETHIC

PERSONNAL CULTURE

PERSONNAL CULTURE

EASTER EGGS CULTURE

BLOG POSTS

LOL BTW

HUMAN / USER / CARE / FACILITATION / IMPACT / TEAM SPIRIT / SIMPLICITY / FUN / ACCESSIBLE /

EFFICIENCY / PROUDNESS / TRANSPARENCY / TECHNOLOGY / ESTHETISM

THE CULTURE EXTENDED / LIFESTYLE

GRAPHIC CHART

COLOURS / PATTERNSSECONDARY COLORS - SOFT AND SUBTILE / WARM / WELCOMINGJOYFUL / BRIGHT - FUN / DYNAMICLITTLE RETRO REFERENCE - TRENDYFABRIC / KNITTING - PEOPLE MEETING / MIXINGTRANSPARENCIES - OPEN INFORMATION / CROSSINGS /

GRAPHIC CHART

SHAPES / SYMBOLSSOFT / ROUNDED EDGES - FLEXIBLE / SMOOTH / FRIENDLYHASHTAG - REFERENCE TO THE GEEK CULTURE AND THE EFFICIENCY / KEYWORDSSLACKBOT- FUN / FRIENDLY / CAREFUL / « CHILDISH » LOGO - SLIGHT ROTATION, OFF-BEAT, NOT SQUARED OR OUT OF THE BOX ;)

IDENTIFY YOUR REFERENCES

RAW MATERIAL VS

TRANSFORMED MATERIAL

1. 2.

3. 4.

TIME TO SHARETIME TO SHARE

TIME TO DO TIME TO DO

<3 THX THX <3

BE BRAVEBE BRIGHT BE BRIGHT

BE YOU BE YOU

BE BRAVE