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The final example is PinkBlush Maternity, an online-exclusive maternity and fashion boutique out of Irvine, California. They’ve been serving up tasteful and sincere clothing for several years without a tailored brand image.
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The final example is Pink Blush, an online
0:00
exclusive maternity and fashion boutique
out of Irvine, California.
0:03
They've been serving up tasteful and
sincere clothing
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for several years without a tailor brand
image.
0:09
Our first step was understanding.
0:13
We had to put ourselves in a unique
position to sell ideas to a
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maternity fashion brand, but also stay
relevant
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to a pregnant and cost-conscious consumer
base.
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We exercised a comprehensive research and
discovery
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system to help ourselves achieve that
understanding.
0:27
We did some extensive mind-mapping, word
list
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development, and put together an amazing
creative brief.
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We put ourselves in a good spot to begin.
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In addition, we collected tons of
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images from relevant magazines and
periodicals that
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were real examples of what a Pink Blush
consumer would read and enjoy.
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Getting in the mindset opened us up for
sketching
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logo types and arranging visual elements
on paper first.
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We used different pens for drawing the
logo type
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letters, explored patterns and really
began generating concept directions.
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With all of our initial research, when we
moved
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into the design phase, things really fell
into place.
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Each week was a solid step forward, and it
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was very evident that our research had
paid off.
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The logo type quickly moved in the
direction of a refined script.
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The cursive logo type is a decorative yet
contemporary brush script.
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The letter forms represent elegant
nostalgia, without
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emphasis on being retro or old fashioned.
1:23
We added a slight incline to the letters,
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to push the fashion-forward mentality of
the brand image.
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Our type choices were based on fashion,
with
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a sense for the tasteful and slightly high
end.
1:34
We chose tall and narrow type for
headlines,
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Trump Gothic, geometric and circular type
for call-outs
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and subheads, Nevo Grotesque, and a strong
serif
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for body copy and swatch elements,
Australis Pro.
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Each of these fonts pair well and contrast
each other nicely.
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Of course, pink would be a key color for a
brand named Pink Blush.
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We selected a small set of pinks that
worked in harmony,
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and then began to explore complimentary
colors to balance the brand.
2:03
We landed on a confident set of
blue-greens
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that contrasted and paired well with the
softer palette.
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Between the color and the typography,
there's
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an interesting blend of complimentary and
contrasting styles.
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A mild pink pairs with a sharp hunter
green.
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A tall and condensed headline contrasts
well with a geometric and simple subhead.
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It's a push and pull system that creates a
dynamic visual approach.
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As a side note for your clients try naming
colors unique and brand-specific names.
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For some of our pinks, we named them after
flowers.
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For some of the blue-greens we named them
mint and pine.
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It may sound cheesy, but simple name
changes allow
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the client to really own and identify with
those colors.
2:45
In the end, we generated an arsenal of
visual elements to help Pink Blush
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tell their story, as well as move forward
with the growth of the business.
2:53
Several icons were made to continue the
message.
2:57
A distinct tone of voice was also
developed to
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reinforce the copyrighting style, aligned
with the visual style.
3:02
Finally, we art-directed a photo shoot to
help
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model some of those elements in a true
environment.
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We had a very articulate brand guidelines
book
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printed, custom pillows made, business
cards and more.
3:14
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