The Brief _ The brief stated that for this project I had to develop and design a new corporate identity for an integrated campaign.  This includes a logo, various stationery items and promotional items.  The campaign should stretch over different fields, such as print collateral and environmental applications of the design.  Furthermore this project had to include branding as well.

 

The Concept _ My concept evolved around the idea that what is essential, is invisible to the eye.  People tend to overlook the little details, because they only focus on the big elements.  Draga uses different materials for her upcycled furniture pieces, which contains a lot of detail to focus on and give attention to.  My idea is to create a design that focuses on the little details that makes a brand successful to the consumer.

 

The Name _ SYMBIOSIS, is a reference to the chairs that Draga creates and the symbiotic relationship between a person and their furniture, or in this case, a piece of art.

 

The Design _ Aesthetic is based on all of the above.  It is a clean-cut, structured design style, with quirky elements and imagery and color scheme.  The body copy and tone of voice is an extension of this and the whole project is a good representation of me as a designer.

 

The Execution process _ The execution that I decided on was a simple, yet sophisticated and very detailed look and feel.  The design of the layout and use of typography is applied in a simple way; which creates a contrast to the colorful and bold images that is used to enhance the overall design, as well as communicate the concept.  For the print collateral, I have created a logo, business cards, a letterhead, various tags and gift cards and a catalogue, which contains the various pieces of furniture.  For the environmental design, I have created ads for a billboard and for bus stops.  The promotional item that I have created is a printed shoulder bag that can come in handy at any time.