CLASS_ The Nature of Identity
YEAR_ Fall 2016
In today’s marketplace, a brand is no longer simply a logo, but instead an highly considered and orchestrated set of elements meant to reach an audience — not on a visual level — but on an emotional one. Nature of Identity moves beyond the creation of a simple identity system to discover the nuances in the creation of a holistic brand.
For Borders Brand, I explored various methods of research to discover the audience, mood and eventually are renewed purpose for the brand through industry-standard techniques and practices — and then brought this brand to life through the creation of a collection of integrated collateral. Through this project, I developed an understanding the fundamentals of branding, including the creation of an integrated aesthetic based on analysis, research and intuition.
TYPE OF PROJECT
_ EDITORIAL DESIGN
VISUAL STRATEGY GUIDE
Borders was an international book and music retailer. Founded in 1971, it provided media to connect people around the world. In the Visual Strategy Guide, the Borders brand is re-explored. This expansion starts with a compilation of information and overall strategy. The existing brand soul was then leveraged and the brand was reimagined with new directions and ideas. The result was the identification of an audience, the creation of a visual representation of the redesigned brand.
VISUAL STANDARDS GUIDE
Visual Standards Guide provides guidelines to outline the visual standards and defines the visual system for Borders. The visual system supports the Visual identity and outlines the proper use of the system; it defines what is more important and what is not allowed. The conceptual system should tie the visual elements with the visual identity. For Borders, this identity evolved to include the education, media, to strengthen the communications aspects, and promotes diversity.
VISUAL DEVELOPMENT GUIDE
The visual development guide explores the visual identity of the rebranded Borders; it summarizes the identity development process from the initial ideas to the final form. The identity is meant to enhances the soul and core ideas of the new brand; it’s meant to convey the feeling of promoting communication across borders in order to connect people around the world through the spread and exchange of knowledge.