The full branding experience.

One of the most common and time-consuming things a designer spends time on is branding. A company might call and ask for a total package that starts with a logo and ends with billboards and coffee cups and t-shirts and so on. This can be overwhelming to look at as a whole and it can go on and on and on, but what we'll focus on is giving your client a total of 5 items. Before we talk about the five items, though, let's talk about STEP 1.

STEP 1: You have a big choice to make here: you can either make up a business or you can work with an existing business. The only thing you may not do is use a business where you cannot speak with the creator. Regardless of who the creator is (you or a client), make sure you answer the questions below and have a mission statement for the company so you have a guide as we're moving throughout the design process. Here are the questions you'll want to answer (potentially with the business owner or just with yourself if you're making it all up) as we start:

• How would you describe the product or service you sell or provide?
• What are your long term goals?
• What should this logo accomplish? Example: more sales, greater foot traffic, higher quality customer relationships…
• Who are your main competitors?
• How is your product/service/company different from competitors?
• What’s the age range of your target customer base?
• Is there a tag line for this product or service? If so, does the logo need to contain that tag line?
• Do you have any specific imagery in mind for the logo I'm designing?
• Do you have any color preferences or existing brand colors that need to be part of the new logo for brand consistency?
• Do you have any colors that you definitely don’t want to use?
• What feeling or message do you want your logo to convey to those who view it?
• How do you prefer the logo to be worded or written out? Example: The Design Cubicle, thedesigncubicle, the design cubicle...
• How would you like the typography to appear? Example: script, bold, light, hand drawn, custom lettering...
• Where will the logo be used? Example: print, web, business cards…
• What other logos appeal to you and why? Get visual examples from your client.

STEP 2: Make decisions about what you would like to make for your total business package. If you're working with a client, this should be a conversation, but if you're working for yourself, you can choose. When you're making decisions, just keep in mind that when you've finished, all of these items need to be presented physically. We'll print out your logo, business card, and stationary. Regardless of which two options you choose for your secondary materials, all of these materials will need to be made for real--the package should look like it will hold merchandise, the app should be made in Adobe XD and work, etc.

Everyone will have all three of these:

• logo
• business card / logo, company name, client name and title, phone, physical and/or virtual addresses
• letterhead & envelope / logo, company name, phone, physical and/or virtual addresses

And everyone will pick two of these categories and design unique extras that make sense for your client and their business.

• package such as a gift box, merchandise bag, food or beverage container, etc.
• flat extras such as stickers, fake tattoos, a menu, invitations, etc.
• fashion merch such as a hat, t-shirt, apron, etc.
• an advertisement for the business as a whole or one of the products or services they provide
• a digital platform such as a website, an app, a social media feed, etc.

One of the people who has inspired me when I've designed business packages is Annie Atkins. And I know we've talked about her in the past, but Jessica Hische is also a big inspiration. I'm sure you can find so many others on social media or just take a look online. Here are some resources that I've been looking at while I design the project: Creative Packaging, Packaging Tips, Brand Designers, Stationary Examples, Business Stationary...

STEP 3: Make at least 10 logo sketches. Just do what you need to do to be sure you have something you love because you're going to spending a LONG time with this logo. We'll narrow these down together and get to one fabulous design that will be carried throughout the package.

STEP 4: Start thinking about how you want to use that logo in the other parts of your total business package. Make 10 business card sketches (with your new logo) and 10 stationary / envelope sketches. Again, we'll critique these sketches and ideas. If it helps, add in your other two elements so you can imagine it all coming together. Eventually we'll make 10 sketches of each of the elements of your full business package.

STEP 5: Actually make the five elements of the business package on the computer and then in 3-D!

Here's how the 200 point project will be graded:

Creativity: Is this business package unique to the business? Is it inventive and thought-provoking and maybe even fun? Does it make people want to buy something, participate, or promote the brand?

Memorability: Will this design set leave a strong enough impression on the viewer that they remember after they've been bombarded with so many other brands and their goods?

Skillfullness: Has the package been put together in a way that looks professional, yet artistic and unique. In this case, has Adobe Illustrator been used well?

Craftsmanship: Do all of the pieces look professional enough to show your client and for them to feel confident that they've paid for quality and that they're going to be proud to use this as their branding?