BTC Branding
Client: Be The Change (BTC)
Area: eCommerce Shoe Washing
Year: 2022
Art Director: Jackie Price (CB)
Lead Designer: Bao_BB (CB)
Project Background
BTC is a professional eCommerce Shoe Washing brand. As the brand name suggested, BTC wants to Be The Change! They will never abandon the “old” for the “new”.
Design Concept
We looked into the whole Shoe Washing idea: Turn “old” shoes into “new” ones. It is Symmetrical. If we had a central axis, then the “Old” and the “New” will be placed on the opposite sides of the axis. We implemented this central axis concept into the BTC logo design process, when we designed the initial letter “C”, we intentionally mirrored it to create a sense of turning “old” into “new”.
The symmetric central axis concept can also be found in the brand visual system. We used dashed lines to separate the “old” and the “new”, semi-transparent titles/shapes indicates the “old”, where solid filled titles/shapes represents the “new”. The “Old” and “New” are always shown together, which responds to BTC’s Never abandon the “old” for the “new” belief.
Note: Price, Date, address, contact details, and marketing campaign strategy information in this demo project has been modified to protect client's information.
