Las Vegas Enforcers Brand Development
This project, serving as a thesis project for Full Sail University's online Media Design MFA program, was designed to showcase graduate students' understanding and application of brand development. It revolves around the creation of a visual brand identity for the Las Vegas Enforcers hockey organization – a fictional team that serves as the reincarnation of the Las Vegas Wranglers. The creation of the Las Vegas Enforcers' visual identity ranged from brand vision boards to the team logo, brand style guide, various media assets, and brand playbook – all of which serve as ways to communicate the brand's look and feel, as well as the voice and tone to the client.
For the client, this brand vision board serves as an early display of the Las Vegas Enforcers' visual identity via typographic choices, a color palette, sample images, an onlyness statement, and key words that reflect the brand's key attributes.
These concept sketches display the process of the designing the team's logo – from initial concepts through self evaluations and refinements.
The finalized logo needs to embody the guardian and superhero figure the Las Vegas Enforcers represent on and off of the ice. While wolves are typically not found today in Nevada, their historical range extends to Nevada, and wolves are also seen in many cultures as an important guardian figure – including in Native American culture, which the state of Nevada has history with. The color palette associations combined with what the wolf symbolizes the brave protector that stands guard over the enriched community of the state of Nevada.
The brand style guide acts as an instruction manual for the other designers who may later work with the Las Vegas Enforcers brand. This guide helps to ensure that brand assets are created and applied consistently throughout design phases.
These are mockups for various items of team merchandise. Merchandise allow consumers to have a physical item with the brand identifiers printed on the product, while the customizable items grant the opportunity for consumers to have a personalized brand experience. Research that I conducted shows that consumers have more attachments to positive personalized brand expereiences and are more invested in something that is personal for them.
These are mockups for the team's official website created through Adobe XD. These mockups prepare the brand for an online presence, which is crucial in today's world where technology and the Internet are prevalent in society.
The brand playbook serves as a communications tool for the client and stakeholders – the book displays how the brand should be communicated to the target audience in such a way that best represents the brand's personality.
