The Project
Create an easily identifiable brand called “Thrive”. This brand will be used in campaigns across a variety of marketing channels signifying the item is a part of the Thrive Sustainability campaign. The Thrive campaign is to be a stand alone design element that incorporates the Image Source brand in a subtle way.
Thrive is an eco-minded sustainable initiative created to educate and provide better promotional products to customers. It is more than just a product but can also be made of sustainable materials or eco manufacturing processes. It can be ethically sourced materials, offer a socially responsible give-back, supports local or small business, or is women or minority owned.
Logo Development
To start a list of key terms helped to navigate what the look and feel of the Thrive brand should focus on. Some of the stand out terms were green, eco-minded, growth, natural, sustainable and environment. With a focus on these words a competitive analysis was conducted on other sustainable and eco-minded brands to discover how Thrive will stand out from the crowd.
Utilizing the fundamentals of design, initial logo concepts were developed to evoke the key words and mood for Thrive. During this phase emphasis was put on making sure all of the concepts would translate well across digital and printed mediums.
These initial concepts were presented to the customer and developed further to match their vision and the brand message.
Final Logo Design
Logo creation was that starting point for this sustainability campaign, it became the over arching theme of the brand identity. Focusing on brand recognition, the logo was incorporated and slightly adapted into other elements and designs allowing for variance across different aspects of Thrive Sustainability campaign.
Logo lockups and variations were developed to create a variety of visual aspects for market collateral, adapting the design logo into a variety of different forms to help guide the users experience throughout the campaign.
Campaign Launch
The Thrive campaign launched by adding the logo to all internal and external marketing materials. A four part live webinar series was educate customers about the Thrive and product sustainability. Blog posts highlighting sustainable brands and digital catalogs featuring sustainable products were developed to educate customers on eco materials and processes. The campaign and subsequent materials were added to all of the digital outlets including: the website, social media accounts, newsletters, company email signatures and the online store. Branded merch was carefully selected to highlight the Thrive brand and sustainable products.
Skills Used
Iconography / Design Fundamentals / Logo Exploration / Branding Guidelines / Mind Mapping / Key Terms / Logo Matrix / Campaign Design / Composition / Market Research / Color Theory / Adobe Illustrator