Goals:
The goal was to create complete brand art direction using a minimal toolkit. It was important to show how using only a few design elements can go a very long way in designing for a brand. I wanted the green to be green, the white to be white. Eliminate color shades when possible. Using a small toolkit can emphasize the strength of brand identity while still having the ability to create different creative fresh looks across the board. Also, I wanted to show how using purposeful, selective photography and typography can play an influencing role in art direction.
Art Direction: Words to Describe.
Bold. Emotionally Driven. Pop. Consistency and Cohesion. Simple. Purposeful. Fun. Resourceful. Depth.
Art Direction: Approach.
1. Use Purposeful Photography - Use selective photos that are bold and emotionally driven.
2. Typography
3. Block and shape design
4. Only use what is in toolkit
Photography
1. Bold
2. Emotionally Driven
3. Purposeful (We are using the photo for a reason).
4. Unique Angles
5. Black & White
Typography
1. Make due with 1 font, 2 weights
2. Lean on typography as design element, have it compliment block & shape design
3. Be daring.
Block & Shape Design
1. Allows assets to be cross-functional. For example, a Kyrie Irving wallpaper design could be used for part of a stat graphic on Instagram when the opportunity presents itself.
2. Influenced design patterns and helped identify space in graphics to utilize effectively.
Toolkit
1 font (2 font weights)
2 logos
1 texture
5 colors
3 additional design elements (shamrocks, bracket, hardwood floor)
You can view the full toolkit at the bottom of this project.
Disclaimer
I do not own photographs or logos used in this project.
Enjoy, and thank you.
