Project Three
Rebrand the Boring, Tired & Uncool

Design school is a fantastic place to learn beacuse you have so much control over your projects and assignments. 

Many times as a practicing designer projects are assigned to you that aren’t as inherently fun or cool as things like a food truck or brewery. Designers often say that these projects only pay the bills or are “boring”. They are really neither of these things and are instead unique challenges with a different set of rules. For this assignment you will be assigned to rebrand a “boring” company and give it a new unique brand that turns on its head the ideas associated with that industry. 

For this project you will be creating a logo and brand system for a organization / company. This list of your choices is below.

This project will involve quite a bit of research both to understand what your organization/company does, as well as the existing landscape of design.. You will also need to create an additonal group of applications extending the new brand you have created. 

Logo construction will a critical part of this project and you will turn in your files digitally as part of your grade. 

In addtion to an overall branding system you will create some specific applications to show how your brand system can be applied. For all of these think about what would be functional and useful for your sp;ecifc business. You may choose (3) of the following:

1) Stationary System - Bussiness card, letterhead, envelope, mailing label, invoice, etc?
2) Vehicle Branding/Uniform - Truck, car, larger vehicle, employee uniform, etc?
3) Icon System - (10-12 Icons) Can represent different areas of the bussiness/organization, processes, or I am open to other ideas.
4) Poster Set - 6 Posters that showcase company values, specific projects, or other components of your brand.

BRAND CHOICES:

 1. Midtown Self Storage (Self Storage) 

2. Beaver Timber (Reclaimed, Recycled and Rescued wood)

3. Standard Battery, Inc (Auto Battery Wholesale / Retail)

4. Big Dog Pawn & Jewelry (Pawn Shop) 

5. American Waste Systems (Waste Removal) 

6. Watchmen Security Services (Property Security)

7. Boulevard Tires & Service (Tire Shop)

8. Pro Container LLC (Storage Container Sales / Rentall)

9. Economy Auto Salvage (Used Auro Parts / Pick & Pull)

10. City Scrap Metal (Scrap Metal / Recycling)

11. Home City Ice (Ice Producer / Distributor)

12. Bossert's Military Surplus (Military Surplus)

13. Empire Bail Bonds (Bail Bonds)

14. IBC Signage (Highway / Roadway Signage Rental)

FINAL DELIVERABLES:
  • 13” x 19” Brand Board  (Logo,wordmark,combinations,icons,colors,typography)
  • 13" x 19" Board(s) of Applications (2 minimum)
  • (1) Digital Process Book
  • (2) Images that showcase your brand system and appplications (1080 pixel width by 1920 pixel height)
SCHEDULE:
10 / 27 / 20  

IN CLASS

Presentation of project. Choose your company/organization from the list above.

HOMEWORK

Start brainstorming your company and its history. Research your industry. You need to become an expert. Don't look up these companies if they exist the history is yours to make sure and has to relation to anything that exists. Have one paragraph summary of the history for next class.  

Also include 3-5 taglines.

Create a word list and a concept map to help you narrow down your ideas.

Do a visual audit of brands / other companies in your space?.

Read the following articles / case studies. Pay special attention to way in which brand look and feel is realted to concept and execution:

Article 1

Article 2

Article 3

Case Study

10 / 29 / 20 

IN CLASS

Review visual audits, concept maps, and word
lists 
for your brand/company

HOMEWORK

Create three seperate moodboards for directions of the brand, Push them in different directions. Pull inspiration from outside of your industry & think conceptually.

AVOID PULLING THINGS THAT ARE ALREADY DESIGNED!

Rerence the demo we did in class to help you when you do this. Don't do it all in one night. Give yourself time to explore / research / learn.

CONCEPT, CONCEPT, CONCEPT! 

11 / 3 / 20

IN CLASS

Class Info (Link)

POST YOUR MOODBOARDS TO SLACK (9AM)

Use Feedback Groups in above Document

Class is Optional today but regardless of your attendance in class you will need to start your homework.

GO VOTE if you are able! 


HOMEWORK

 

 Continue to create three seperate moodboards for directions of the brand, Push them in different directions. Pull inspiration from outside of your industry & think conceptually. 

CONCEPT, CONCEPT, CONCEPT! 

What is your concept and how do you manifest it visually? If your concept is about making you feel at home? How do you represent cozy or welcoming visually?

11 / 5 / 20

IN CLASS

Review sketches and concepts

HOMEWORK

Begin sketching on the company/organization that you chose. (100) sketches. Use a pencil and paper here. Explore lots of different ideas. Refrence your moodboards and find things to be inspired by while sketching. But do not look at Pintrest, Behance, Dribbble, etc! Your sketches will be overly inspired by things you see. Focus on using your concept to build off while sketching.

Explore literal and abstract concepts for a wide variety of solutions.

Also think about monograms and characters / mascots.

Rember to explore ideas from all the moodboards. These are where your three concepts will come from.  

Think about your concept? How does that conept manifest itself visually? Typographically? Symobllically? Etc?

11 / 10 / 20

IN CLASS

Critique pencil computer explorations
and concepts

HOMEWORK

Begin to develop your three brand concepts. Use your history and research to make them feel different. Even within one moodboard you will have plenty of room to explore. 

First steps are begin to move things into the computer. Get as much of the stuff you think is working into the computer. Start to create initial toolkits. The farther you push this week the easier the next steps will be. Nothing needs to be perfect, we still need a breadth of solutions / ideas.

Continue to avoid Dribbble / Pintrest / Behance / Etc.

Explore how things can lock up together. What is the system etc? What are the relationships between type and image? Color? Texuture? Etc?

Keep in mind what you make needs to be a reflection of your concept!

Bring a PDF we can click through of your studies.

 

11 / 12 / 20

IN CLASS

Critique Brand Concepts / Sketches

Samll Group Meeting Sign Up

HOMEWORK

Refine all concepts based on the feedback you recieve in class today. 

Make big strides and try different ideas / solutions. Really refine these into brand systems. MAKE! MAKE! MAKE! and MAKE SOME MORE! 

Be prepared to present like your would be presenting/pitching to a client. Be professional & prepared.

Build (3) distinct concepts using different marks, colors, typography, and style. Think about primary, secondary, and different lock ups? Explore color, typography. Do sevderal explorations of applications for eah concept. See how you can extend the brands you have created.

Concept presentations due next Thursday of next week.

Be prepared to present and talk through your ideas / concepts. You will be recieving a grade for this presentation and also getting feedback from your classmates.

11 / 17 / 20  

IN CLASS

Review Concept Presentations

HOMEWORK

Refine all concepts based on the feedback you recieve in class today. 

Make big strides and try different ideas / solutions. Really refine these into brand systems. 

You will be recieving a grade for this presentation and also getting feedback from your classmates.

11 / 19 / 20  

IN CLASS

Concepts Presentations in Class


HOMEWORK

Pick a final direction(s) to refine based on your classmates feedback. Do MORE EXPLORATION around your now more solidified idea. MAKE LOTS OF STUFF!

Make refinements and continue to explore the differrent ways you can extend your brand. 

How do things begin to lock up together? Do they combine into one mark or exist seperately? Even seperately how can they relate to one another. Typographically how can you create lock up's that can stand alone?

Bring in  (2) refined brand concepts with some explorations for applications in a similar format to your presentation but printed off so we can pin them up. These can be two different concepts or two differnt explorations of one concept.


11 / 24 / 20  

IN CLASS

Critique Final Brand Concept / Exploration
 

HOMEWORK

Make refinements and continue to explore the differrent ways you can extend your brand. 

How do things begin to lock up together? Do they combine into one mark or exist seperately? Even seperately how can they relate to one another. Typographically how can you create lock up's that can stand alone?

Do 10-15 sketches of exploration for your two applications.

12 / 1 / 20  

IN CLASS

Critique Applications

HOMEWORK

Refine your initial applications 2-3 concepts for each one. Do more if you are unsure! 

10-15 sketches for your last application. Think about what they would need and how you can create something ineteresting! 

12 / 3 / 20  

IN CLASS

Look at final applicaitons and critique.

Show off examples of how to build
interesting / dynamic brand boards

HOMEWORK

Refine all applicaitons and bring in your final picks with some potential alternates.

Also think about and explore anything else you want to make for your final project?

What can you make that unique or tells a story about the brand your created?

Design your first draft of your brand boards / don't worry if everything isn't quite finished. Think about dyanamic layout and compossiton ideas.

BIG STRIDES OVER THE WEEKEND! 

12 / 8 / 20  

IN CLASS

Review Applications

HOMEWORK

FINAL DUE NEXT CLASS

REFINE REFINE REFINE

12 / 10 / 20  

IN CLASS

Project Due

HOMEWORK

Enjoy your winter break!