Brand
Project
Creative Agency Development
Responsibilities
Web Design
Brand Identity
Business Strategy
Research
Concept Development
Conclusion
We have successfully created a brand representing a creative agency focused on helping people brand for themselves or their businesses. We have done that by creating communication focused on experience, education and entertainment.
The Brand
USH was developed with the goal of educating people. People either interested in branding or in need of the branding services. We would achieve this by documenting the work we have done for our clients, explaining the process, and sharing the ideas we came up with. We want to make the world a better place so we can’t leave it just there. Every piece of communication we make, whether it’s a video or a blog post, will aim to shift the reader’s interest towards sustainability where a real change can happen. We use educational and entertaining content to help people succeed in their business and personal life.
Project structure
To keep a simple structure during the project we worked in the Double Diamond process. This structure gave us an easy to follow guide where we either explored an issue more widely or deeply (divergent thinking) or took focused action (convergent thinking). It also helped us to successfully establish the brand in a way that every new coming team member can easily adjust to the workflow regardless of the background they came from.
Logo
When it came to the creation of logo, It was decided that oval shapes should be used since they are perceived as more inviting, calm, organic. Next, it was decided that it should be easy to recognise, meaning it should be simple. USH wanted to stand out from the competition by making a logo into a unique symbol however it wanted to keep the convention of using letters. All of these factors led to the final result which was a symbol consisting of three oval shapes with each one of them representing one of the letters that make up the companies name. The intent of creating such a minimalistic design was to be able to use the logo itself as a fifth element of the brand.
Font
Font “Palanquin Dark” is used as an accent font, meaning it appears only when it should attract attention. This is a heavy sans serif font. It was chosen because sans serif fonts, in general, give out a youthful modern filing. The treason a heavy font was used is because USH wanted to create a contrast between the titles and the body copy. Furthermore, the font was used because of its curves that complement the rest of the visual identity. The second font “Roboto” was chosen mainly because of its functionality. It is commonly used as a body copy font because of its readability and diversity. It is very similar to the accent font yet it can be contrasted with its weight.
Colors
When it came to colours that should be used in the brand’s visual identity it was important to choose colours that present the brand as friendly and joyful, but at the same time, it should show the sophisticated and educational aspect of the agency. Therefore the choice was made based on the colour theory.
5th element
The fifth element of the brand is the brands’ logo itself. However, alongside the logo, USH is planning on using “blobs” as a part of its visual identity. Once again the reason behind using such shape is to convey the feeling of peace, joy, and most importantly unity. And these are all traits of oval/circular shapes. The use of the two elements vary. The logo is intended to be used when closely speaking of brand values. On the other hand, the “blobs” are used to create texture and to create a more dynamic feel to the content. In conclusion, by using the logo as a fifth element USH wants to embed the symbol in its visual identity in order to create a strong connection between it and the brand.
Website Design
When creating a design for the USH website, guidelines from the visual identity were followed. The website had to be simple yet it had to appear joyful and inviting. USHs goal was to make the website straightforward in order to make the communication clear. The website layout is following a 12 column grid. This was done in order to better organize the elements that are on the website. Furthermore, by following a grid it is easier to achieve harmony throughout the whole website.
Home Page
Work Page
Sustainability Page
Learn Page
About Page
Product Page
