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SWPP 2014 Masterclass
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B U I L D I N G A B R A N DSuccessful
@melissarachlove
DESIGNING YouINTO YOUR
BUSINESS
1. Understand the different components of a brand and why building one is crucial for photographers
!2. Find out how to put your unique personality and skills into your own brand !3. Find out the steps professional graphic designers follow when building a brand !4. Find out what you should expect from a graphic designer and how to manage that process
BAD DESIGN HAPPENS TO GOOD PEOPLE
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WHAT IS A BRAND?
WHAT IS A BRAND?
WHAT IS A BRAND?
+
= MAGIC
WHAT IS A BRAND?
“A brand is a person’s gut feeling about a product, service, or company.” !“A brand isn’t a brand until customers develop an emotional connection with it.” !“…brands speak to the mind and heart”
BRAND SHOPPING
MAKE IT PERSONAL
MAKE IT AUTHENTIC
BE HONEST
GET INSPIRED & BE ORGANISED ABOUT IT
BRAND LANGUAGE +
VISUAL INSPIRATION =
MAGIC
THE CREATIVE PROCESS: THE LANGUAGE
THE CREATIVE PROCESS: THE LANGUAGE
1. Who is your ideal client? 2. Where do they work, rest & play? 3. What brands would they admire 4. What would you want them to say about your business?
5. What is your approach to capturing images? 6. What is your signature style? 7. What are you passionate about? 8. Who and what inspires you? !
THE CREATIVE PROCESS: VISUAL INSPIRATION
1. COLOUR 2. TEXTURE, SHAPE & PATTERN 3. TYPOGRAPHY 4.STYLE
1. A PALETTE OF 3-5 TONING COLOURS 2. A SET OF DESIGN ELEMENTS FOR EVERY SITUATION 3. 3 FONTS THAT WORK TOGETHER SEAMLESSLY 4. A CLEAR BRAND STATEMENT THAT SUPPORTS THE VISUAL THEME
THE CREATIVE PROCESS: VISUAL INSPIRATION
THE CREATIVE PROCESS: VISUAL INSPIRATION
THE CREATIVE PROCESS: VISUAL INSPIRATION
THE CREATIVE PROCESS: VISUAL INSPIRATION
THE CREATIVE PROCESS: VISUAL INSPIRATION
1. COLOUR 2. TEXTURE, SHAPE & PATTERN 3. TYPOGRAPHY 4. STYLE !5. SCRAPBOOK (IF USED) 6. YOUR SIGNATURE IMAGES
THE CREATIVE PROCESS: VISUAL INSPIRATION
1. COLOUR 2. TEXTURE, SHAPE & PATTERN 3. TYPOGRAPHY 4.STYLE
1. A PALETTE OF 3-5 TONING COLOURS 2. A SET OF DESIGN ELEMENTS FOR EVERY SITUATION 3. 3 FONTS THAT WORK TOGETHER SEAMLESSLY 4. A CLEAR BRAND STATEMENT THAT SUPPORTS THE VISUAL THEME
COLOUR
THE FOUNDATION COLOUR The workhorse !THE COMPLEMENTARY MIDRANGE Two tones from the same range !THE HIGHLIGHT COLOUR The attention grabber !!
DONAL DOHERTY PHOTOGRAPHY
TEXTURE, SHAPE & PATTERN
1-2 TEXTURES For background & for controlling flow !STRUCTURAL ELEMENTS For navigation & breaking up space !DECORATIVE ELEMENTS For drawing attention & for functional elements !!
TEXTURE, SHAPE & PATTERN
ZACH & JODY GRAY
TYPOGRAPHY
3-4 FONTS !For headlines For contrasting sub-headings For body copy For drawing attention !!!
TYPOGRAPHY
FONTS
COLOUR
TEXTURE, SHAPE & PATTERN
FONTS / TYPOGRAPHY
THE MOOD BOARD
THE LOGO PROCESS
THE LOGO PROCESS
THE LOGO
THE BRAND GUIDE
THE BRAND CONCEPT
THE WEBSITE
LET’S DO IT
NOW WHAT?
HOW NOT TO COMMISSION A
GRAPHIC DESIGNER
JAZ AMPAW FARR
DESIGN BRIEF #1
I LOVE PURPLE
DESIGN BRIEF #2
& ANIMAL PRINT
JAZ AMPAW-FARR
WEB
WHAT TO EXPECT FROM A GRAPHIC DESIGNER
A STYLE GUIDE / BRAND KIT !Colour references Fonts Design elements Logo variations Original vector files - eps or ai Mockups for print & web
DON’T PANIC
DON’T PROCRASTINATE
DON’T THROW THE BABY OUT WITH THE BATHWATER
BE THE ORGANISED CREATIVE
BRINGING YOUR BRAND ALIVE
1. ATTRACT OR REPEL 2. TELL THE EMOTIONAL STORY !!
1. ATTRACT OR REPEL !!
ZACH & JODY GRAY
2. TELL THE EMOTIONAL STORY !- through language - through images !!
CREATING YOUR BRAND LANGUAGE !
DONAL DOHERTY PHOTOGRAPHY
Life is precious. We have 28,000 days to live and to love. !Moments spill from a life lived. The time I fell off the bike with my brother and needed stitches. The first kiss in a game of spin the bottle. Buying my first house in Belfast. The love and loss of a mother. !Taking my first photography course and finding my passion for capturing life better. The moment on Tom and Lorelie's wedding day that I decided I wanted to be a photographer for the rest of my life. Falling in love. !I met my girlfriend, Margaret last year and we hit it off straight away. Our first date was sealed with a kiss on the newly opened Peace Bridge and we have been inseparable ever since. I'm on a love buzz, so can relate to couples in love and understand that you've not only found a friend, but someone who makes your heart skip a beat! !Life is precious. We have 28,000 days to live and to love. !
5 GOLDEN RULES OF CREATING A BRAND
1. Don’t brand shop 2. Language & visuals work together not in spite of each other 3. Your brand is not for everyone (attract or repel) 4. Your brand will change & grow 5. Your dream brand already exists. It will not be created by a
graphic designer. !!BE MORE KYLIE!
ONLINE RESOURCESwww.pinterest.com kuler.adobe.com
www.design-seeds.com
www.facebook.com/melissalovedesign!www.twitter.com/melissarachlove
www.melissalove.co.uk !
FRIEND ME UP
