Beyond a Logo: Design an Overarching Brand Identity System | Ilya Lobanov | Skillshare

Beyond a Logo: Design an Overarching Brand Identity System

Ilya Lobanov, Creating brands that make impact

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7 Lessons (51m)
    • 1. Introduction

      2:00
    • 2. Why Create Overarching Visuals

      3:49
    • 3. Start With the Brand Story

      2:44
    • 4. Identify Relevant Brand Touchpoints

      2:59
    • 5. Let's Design the Overarching Visuals

      37:01
    • 6. The Brand Checklist

      1:24
    • 7. Your Class Project

      0:50
12 students are watching this class

About This Class

In this class I’m thrilled to share my Overarching Brand Visuals process with you that has allowed me to sustain a virtually 100% approval rate from clients, for the last 3 years and over 20 major rebrand projects.

My process is a result of more than a decade of tweaking and strengthening my approach to designing and presenting logos and identities. I have stopped having to defend designs for individual items, or nitpick at a logo, because I focus on delivering Overarching Brand Visuals that support a cohesive Brand Story.

If you’ve ever presented logo options to a client only to receive criticism or confusion, or go through an insane amount of revisions for something as basic as a business card, then this class is for you.

In some of my previous classes I focused on providing a lot of theoretical knowledge behind approaching design work.

However I want to shift gears a little and focus on the practical side of creating visuals for a brand. 

I invite you to go behind the scenes with me and see how I put together concept visuals for a real client of mine, while I talk you through my thought process. 

Key Takeaways:

  • Learn how to consider Brand Positioning in your logo designs
  • Look at the advantages of designing an Overarching System rather than just a logo
  • Explore what components should be considered for a cohesive Visual System
  • Learn how to establish which application examples should be presented
  • A hands-on, behind the scenes lesson of creating Overarching Visuals for a real client

Transcripts

1. Introduction: hi and welcome. My name is really a low enough, and once again I'm thrilled to have you here because I want to talk to you about something I'm truly passionate about. And that's brands, work and logo work. After almost 15 years in the graphic design industry, I've had a lot of success, but I've also had some failures. It was those failures that have led me to continue to improve and perfect my approach, the design work and also presenting work the clients. So after almost a decade of tweaking and perfecting my approach, I want to share my process and show you how you can increase your approval rate. But it doesn't work to virtually 100%. And someone previous classes, I showed a lot of theoretical knowledge behind graphic design work. And don't worry, this class will have plenty of insides as well. But I want to shift gears a little bit and go through the more practical side of actually creating overarching visuals for brand. So today I want to invite you to go behind the scenes with me as I create concept design visuals for client of mine. And as I will be designing those, I will be talking through my own design decisions and design process. If you ever had the client, this monsieur logo designs. Perhaps you've gone half a dozen runs off revisions for something as simple as a business card. Then this class will give you confidence to present your work to clients with unreal success rate. This class is more than just designing a logo. It's about designing overarching brand visuals and show you how that can improve and benefit your own current design process. In branding this causes suitable for design students and beginners. But ultimately it will benefit a designer who's looking to transition more into that design , a strategist wrote, or more by design leader role. So I highly encourage enroll in this class, and I hope to see in the next video. 2. Why Create Overarching Visuals: have you ever presented local work or his artwork took line, only to be faced with confusion or rejection? No. When I was starting out as a designer, I was probably about 15 years old when I started to design my first longer wipe side before I even ever attended a design college or university. So I was largely self taught, didn't really have a mentor, and therefore I didn't really have a longer process for for designing something or presenting work to clients. I was typically presenting free to for longer concepts that are designed, and most of the time they would pick one or two concepts to progress with. Or sometimes they would combine several concepts into one logo. There were other times when they didn't really like the logos aesthetically and they would tell me thought from scratch. Of course, I took that pretty hot, as you can imagine now, with the logos that was successful, there were times, and that would also asked me to design business cards or letterhead or some other individual unique piece of marketing material. So because I was really focusing on designing that one thing. Of course, the client felt they had to really get their money's worth. Typically, that would actually involve them asking putting a big watermark of the logo on the business card that was a big favorite of mine. And I can tell you that with my really minimalistic approach design, I struggled and battled internally on also debated for clients that a simple business card doesn't sell. It have to be over designed. When I was designing this, this items what I came to realize that there must be a more effective way to design and present work to clients. Fast forward 10 years and the process that I've tweaked infected over the years eyes something that I now use an implement. And it's actually helped me to pretty much get 100% success rate off. Presenting work design work to clients with about 20 major new brand projects are presented to using this process just in the last three years. I think that's pretty impressive. My new process involves designing the overarching brand visuals, not just a logo. So what is it exactly? So in a nutshell, when I designed the new longer concept for a new client are no longer just present the logo . I typically create an entire visual brand system, I think the about the typical components of a brand such as the callous and topography. But I also like to think about creating some top of sub graphics, which can be any number of things, including icons, patterns, ministrations. Basically, it's whatever help me communicate the brand essence and communicate. That brand positioning statement that I've created for four Brand I was to think about image style and how the images might work together with the sub graphics on the main part of the overall chamber. And visual representation is actually showing the climb how it would all come together by showing some application examples. The application examples that assure typically can vary from client decline, But traditionally it's a mix of functional items such as stationery, business cards and letterheads, and some more emotional or promotional items like posters, banners on some merchandise. I've pretty much stopped having to defend the simplicity of some of the designs of something small as a business card letterhead, because now the client could really see and visualize the overall brand identity and how you know that even that simple designed for business card now fits into the large ecosystem off the brand visual system that I've created for them. Best of all, it actually helps me to design better because I now have a bird's eye view off the world brand, and I can see how each individual item can contribute to communicate the overall brand message. Now, before we dive into creating a brand visual system together, let's discuss what we need to do before that. 3. Start With the Brand Story: Now, if Spaceman just launched rockets into the skies without some preliminary calculations and plans, it's likely that they will not end up anyone near where they want to be. I see design is just get excited and jumping to start designing logos and sub graphics and application examples without having much strategy or planning ahead of time. So, just like far spaceman analogy, it's likely that those graphics won't help us get us where we want to be. You have to start before brand story first. You can also call that brand positioning. I do have a class and brand positioning where we've discussed how you can create brand positioning and how you can distill that into a positioning statement. Position statement will then become the guide, which you will use to inform any design, including logos and any sub graphic, so definitely referred to that class. After watching this one, I can definitely tell you that part of the reason why my overarching brand visual presentations that I take my client through so successful is because both client and I both align ahead of time on what our brain story is and how we want the brand story to be told through visuals and graphics that I'm creating. So even when I'm presenting the concepts to them for loggers and graphics, I'm taking them through a journey built building a story off. How does each component actually contribute to communicating that message? You're no longer just having an argument about business card designed because he both now focused on something much bigger. Now I can tell you that even though nine out of 10 kinds absolutely love the designs they represent to them, the thing to remember is they're really not final designs. For for each individual items, they're more like something between the mood board and the final design. It's all about showing enough off detail but not having to design each specific item. So, for example, if I'm designing some posters or brush or the content isn't going to necessarily be all created ahead of time, what that normally like to do is create some key messages and headlines and use those in my posters and bar shows to convey the right amount of information in the right amount off messaging that we want the brand to tell the rest of the content and copy can just be a placeholder. So as I mentioned the keys to show how that visual represents the brain on how it helps to contribute to the overall story, but not so much detail that you're designing for anonymous, an email address and a with these kind of details. So now let's have a look at how, actually decide what application examples I show in my presentation decline. 4. Identify Relevant Brand Touchpoints: so shortly we will dive into creating visual branded entity system for a client of mine Ah , beauty studio providing premium makeup, the two services. Before we do that, though, let's have a look and decide what touch points and key application examples we want to design in order to showcase our future visual direction. The one thing to remember is to have some touchpoints that going to be relevant for that business or industry. So, for example, you might think that designing some I D cards might be cool now. That would make sense for an I T company, for example, for start up, but probably won't make much sense for a coffee shop. So choose key application examples that are going to be relevant for that business. Offer that industry. Another key thing to remember is have enough versatility and depth so that key visuals can be expanded across different and many different touchpoints. What you have to remember is once you hand over your visual direction document in presentation over the client that they really happy with in the Stoke to use it, they might give it over to the internal design team or the my tender over to the next round designer that there may engage with whether that's now further down the track. So you want your Gretchen visual representation to inspire more design rather than restrict or have given something that's rigid and cannot be worked with to make the your visual system as flexible as possible. I usually like to think of the Dutch points as covering the functional items such as worksheets, fact sheets also stationary, but also not on the flip side. Think about how that might care across the more emotional touchpoints, like instagram marketing items, you know, merchandise and postcards and things of that nature. Then the other thing that I would recommend you do is concentrate on creating enough depth off applications, and you think about how your visual system might expand in the Freon shade internal communications versus external communications, but in the way that it still feels as one cohesive brand. So when I think about touchpoints, I like to think about them in the context of this four quadrant graph. So I have one access for functional and emotional and another excess for internal and external. I loosely try to cover the four quadrants with at least one application example or item in presenting his own concepts. So let's see what Touchpoints have identified for my beauty studio client. I've decided to go with give certificates, website training, certificate, business cards, show bags and indicative direction for instagram content. So let's dive in and create this thing. 5. Let's Design the Overarching Visuals: So let's get into the nitty gritty of actually creating a visual identity system for client of mine. So we're going to go behind the scenes of kind of how I approach the design in the kind of thinking that goes behind creating overall visual identity for someone So they were going to focus on creating a visual identity forearm, a cosmetic, the to service provider Hey, in Australia, the business is called Charmed Beauty, and it's actually a name that I also helped to come up with based on our positioning strategy session that we've had also created for them beforehand. So let's have a look at, um, some of things that I've explored. I'm exploit a lot off the Loga. Todd kind of approaches already, and what I was looking at is based on the brand strategy session that we had with them were actually established, that a big part of them to differentiate them from the market from a very saturated market off the permanent makeup, the two services in Australia, what we kind of had to do his position them away from your typical makeover service. But you know, our electoral makeover service next year actually position them as a more aspirational, beautiful transformations, which also became that kind of positioning on the key big idea that we used to create the name and also that we will use to be creating the visuals in the longer time. So the whole idea behind beautiful transformation is that when customers come to my client , they are not just going through a make of US session but actually experiencing kind of magic moments that kind of experiencing a transformation off their beauty. So it's kind of going behind the scenes off, you know, making something that's already beautiful or woman that's already beautiful into someone who she can be even more for the service. So that's why all of a lot of the thinking come from That's, you know, kind of integrating the this magic moments into the everyday life. So I've explored a lot off this cunt sparkle, and I need that. I wanted to focus something around magic and spells and fairies. I'm kind of just, you know, something special that was kind of happening in the visual identity as well. So you'll have a look here. I've come up with the logo already, so this is full disclosure. I have done quite a lot off prep for this lesson already, just because creating a full, overarching visual identity was two logo sometimes can take weeks. Eso I've just kind of prepped and, you know, created enough material for us to think about them. Have a look at on for us to give a chance to kind of go behind the scenes and have a think about how we're going to be creating the most sub graphics rather than focusing on creating each individual item. So from the logo, I've also device a system off funds. So I really wanted to. I kind of have this almost like a decent, a magical kind of front, quite a formal, curvy eligon forefront that I wanted to use for a lot of my headlines and a key messaging. And to pride that contrast. You know where you know, one thing is transforming to another. We have a contrast ing kind of front over here for Poppins, which is, you know, it's more your typical san serif font, very rounded geometrical. So I thought that that would provide a nice kind of counterbalance between the two. So then I also devised the color system, and I knew that I wanted to have a bit of, um, pinks and sort of feminine purples. So the purple says, you know, providing that richness off experience and kind of improbable in a lot of cultures, you know, associated with wealth and something that's rich. But then I always knew in the back of my head when we were even coming up with the positioning statement and also that whole big idea off. A beautiful transformations in the magical moments happening all this new that I can degrade some gold into into the identity system. So I've got this goal sort of swatch on of actually you. As you'll see, I've integrated it into some application examples already to give us a bit of a head start . Then what I've done is I've also started looking at some photography styles and images a zit can see. There's a bit of a mix off images that are kind of, you know, mostly nature. Eyes part Oh, are kind of women interacting with nature, and I've kind of tone down the the colors for them a little bit, just to make it a little bit more delicate and soft. So let's have a look at some of the explorations that have had based on my sketches. So I've done some sketches first and then abduct into the illustrator. And I had started playing around with sort of eyes in eyebrows and sort of iconography that I could work with trying to work into the beautiful transformation sort of slogan or tagline into the brand icon as well. So we didn't necessarily want that to be a a symbol or a log atop of such, because I always felt that you know, the charmed beauty Hello. Going its own just with the words was quite a good representation of the brand as a kind of felt that perhaps you would be more beneficial if I created some sub graphics to sort of supplement the, you know, the purely topographical longer. So as you can see, I've explored quite a few options here, and I was sort of focusing on this, um, this sparkle sort of element, the diamond sort of shape trying to integrated into the I icon and trying to work with the beautiful transformations tagline name. So it's kind of exploring that for for a little while. That was just focusing on the sparkle. Just seeing if there was anything interesting there. I was trying to see if there was, like, some sort of a stamp that I could create almost like a, you know, a stamp of approval, seal of approval. Then, from the transformation idea, I was started to think about what you know. There was the whole swirling and, you know, the golden ratios and things of that nature where so again inspired by nature started looking at some geometrical shapes and lines that I can sort of symbolize the beautiful transformation that's happening, You know, when customers it is with my client takings. Yeah, we could be exploring this kind of area, and then I started exploring something like this with the dots. Um, but what kind of reverted back to, um, you know, I kind of sidetracked got sidetracked with, um, the swirls here, and I started thinking about now I really want to focus on this sparkle element. So I thought maybe it would be a quite an interesting idea to develop a bit of a texture out of it or, you know, a bit of a pattern So I started playing around with that so that I can sort of, um you can sort of see where I was starting to head you in directions that was not head. So I started to replace some of this diamond shapes into circles and some sort of have diamonds just to give that indication that something. There's a bit of the movement. There's a bit of transformation. Something is transforming and changing. So I think that's where we're gonna probably go off from. So I think I'm going to use that as a starting point because I quite feel I feel quite happy with this direction. And I have, ah, you know, Ah, very strong feeling about how I can sort of integrate that into some my visuals that in application examples that are, I'm going to be creating. So let's have a look at this sort of pattern and see what we can. So the idea that I had and I want to explore with you guys, he's just too, so I'm just going to place that here. So what I want to do is when I was looking at this and playing around of this shapes, saying that there's the bit variance in a pattern. I was quite nice, actually. Gave me the idea off. Just going to country. The a love this just going to it's going to create a little circle and just to make it a little bit more uniform with what I already had originally, I'm just going to position in that spot. So So what? I want action to try and do. So I'm gonna try and blend this guy. So here, so gonna pick up my bland tool and I'm gonna go for the steps, Have got full. So you see what's happening That Okay, um, that's not quite working just yet. So maybe Let's see, Perhaps there's not enough variation. I feel so I think I'm gonna make that smaller. Okay, that's a little bit more interesting now, okay? And then what I want to try and do is that make sure you gonna duplicate this guy. Um, gonna move it across mean, perhaps. Let's say then unmil. I think that's gonna absolutely bigger. Let's say 16. No, 40. I'm gonna copy. That's times, but six got six. That's not quite broad, but what I don't want to try and see, what I can do here is see if I can mix and match this a little bit now. So I'm actually going to go into actually, just before I do that, I will fix up their Lyman's. I feel like we need a better, more box square sort of shape. I'm just gonna do that again. I'm going to go 12 miss Done. All right. So actually want to see now, I'm gonna put the bitter variants in here, so I'm gonna try and let's see if this guy becomes a bit smaller. And maybe circle becomes Laja. No, it's too large. Maybe this guy becomes a little bit given a little bit bigger. Other ones. And this one's a small off. Okay, get this one. It's more in this month's could be Tani, like that's has come. It's coming along. So I feel like there is something definitely interesting that explore. So I think I feel like there is just needs to be a little bit more refinement. Perhaps so maybe that's big. These guys just eight in this guy, maybe seven meal. Six an hour. So that's quite interesting. So let's have a look. So what I have here at the bottom of the sea off kind of prepped a few elements that I'm going to be mocking up. So it kind of just typeset some of these informations. I've got a certificate off trade for some sort of training for a class that my client will be looking at, and we've got a gift certificate as well. Then you can see that I've kind of started playing around with business cards. This is actually the previous business card that the client head and some of these are explorations that Aziz So previously with these sort of elements in little stamps that I was trying to play around with eso This is my business card. I'm just gonna work. We've here, so I know that I will want to have beautiful transformations as long in the Nets somehow as well. I'm not quite sure how that's going to work it, but I'm kind of upset this information already, so I'm just gonna grab this guy and see I just duplicate and I'm gonna expand it. You can a group it in the actually. Just gonna you get it over here to my business cards. Okay, so I mean, obviously, this is very quick, and this is by no means a design. As I mentioned in the previous video, this is just creating more cups and enough visual direction for client to see how a new idea gets expanded across different applications. So I'm just gonna see I'm not quite happy. How that's just sort of uniform like that is a square. So I'm actually going to just try and see if I want. I want to try and sort of randomly get rid of some of this little stars. So I think some things starting to happen there already so that I might need a little bit more refinement. So I'm actually thinking how perhaps Aiken just integrate that into the stars with my beautiful transformation tagline. So I'm actually going to place that there hands something like that. So that kind of becomes almost a this brand element that I can, perhaps useful in the other places. So let's say that's my business cuts. I'm actually gonna just try and bring that into for a shop now. And so I've got, as you can see, that I've got a mock up kind of ready to go and I've got my business card and see how I'm envisaging that the charm beauty logo is actually created with gold foiling and similar to the name eso. Then I'm thinking, basically, I just need to apply my design and I just created to have a look what that looks like. Um, so that's my front of the business card. So I'm just gonna updates already linked this up to my illustrator file. So hopefully, um, we can update this Just moved. No, mitt. So I got a gold foiling, um, textual s. I'm just gonna actually think that's gonna look quite need if I put that into the gold as well. Polarise So you can see there's a bit of contrast problem there. But obviously the idea here is that the way that I will be presenting that the client is explaining that I'm envisaging that to be not just the Grady in, but obviously printed with gold foil on the business Scott itself. So I think that maybe that's a little bit too small. So I'm actually going to go back into my illustrator and just give it a bit more presence. I think all right, that's looking better. And I'm just gonna update this guy hands update my foiling rides. All right, that's looking awesome. Eso I'm actually going to try now. I've got a bag here as well. So again, very basic that want to make it to cloud it. It's like a kind of a shopping bag just to give an idea for client of how, you know, a touch point that maybe they haven't considered. But to give him a little bit of inspiration off what that might look like, Some gonna going to going Teoh. Let's see if I need the beautiful transformations for this. I'm just going to see if I can pick up a few this. He's going to cheat here a little bit, and I'm just going to these guys. Um, the trip I will sent them. Or perhaps I will just We'll have a look. See what that looks like. Let's see. So obviously I want them. Could be in that setting that gold foil style as well. So I'm going to ease. All right? Something like this? Yes. I want to say that said could look quite neither feel now. I mean, I guess with shopping bags, it may not be a very easy solution to actually apply gold foil. But again, this is Perhaps this is something more of a talking point to the client, as as far as giving, giving them different application examples really outside of what they might have expected . Just say they can see how different applications can work. So, you know, I mean, this can work. Even if it was just white, I feel like that would work as well. So let's go back to my illustrator him. And so the other things that I want to focus on yeah, is, I'm just gonna work on this gift certificate, and I'm gonna have a look at, um, got some instagram tiles that I want to integrate into thin Photoshopped filed that I've been working on. So I'll show you them instagram u S. O. I kind of put this together already. So I've got some I consent of, um, for the stories that upset some kind of gold, foiling some style in them as well. This is just kind of like a profile page where my client already shares a lot of before and after sitting for us. So I just want to concentrate on this couple of arm tiles here. Sort of more like promotional kind of quotes and charm. Thief's is we're going to call it, so I'm gonna focus. See what? How I can integrate my kind of artwork. Little stars that. So let's see. So if I had this guy over here, it's just that works. I feel like that's probably looking a little bit like circus or, um, not quite, uh, you know, delicate. You know something? I think what's gonna happen here is I think I need to create a much larger batons. So I'm just gonna quickly to this up. So I'm just gonna change my, um my blend, Teoh. Maybe something like 20 substance Select. So something like that may make a bit more spread out again. This is very quick, is just the exploration. So obviously you I felt that this is the right sort of direction to move forward with, and perhaps even I might show that to the kind with the applications up was first, once up, finish list, Then I would go in and refine someone's thinks. So I'm going to just duplicate this, see well runs. I'm just going to again going to just put a few variations in here make a little interesting. So I'm just gonna check here and there. But I'm just not honest. Boy goes to that, um, changing attend by hand. So I'm just going Teoh said complicate a few of this sections just to save some time. So now that's looking. You look more interesting. So I think I'm gonna So I'm just gonna What I'm gonna do is I'm going to copy that, and I'm going to try and bring that into my, um, what I shop here with. So this is my child. So I'm gonna just pace these guys in here, and I'm gonna Yeah, that's gonna look, that's gonna work in hand in the Is that they instagram tile as well. So So I'm just gonna ask this up very quickly, for I'm just gonna try and actually said this in color into light. Uh, absolute what? Let's about Grady into Maybe I lost that into we've regretted mosque. All right, that's looking interesting, isn't it s. So I think that's that kind of shows that we don't always have to be using gold. Suppose once we're stuck with something is You can see the patterns is quite unique in that its its feel still cohesive with the rest of the patterns that created for the business cards. You know, it Quite a few more elements that I'm using, but there's the still a visual link. So you can still you can see how nicely that works to break up the images here. So there are other things that maybe we can try and do with this. We can try and pick up this guy. Um, maybe we will try said some gold into in this particular instance. So let me go back into why is straight out, and I'm just going to copy this based it. I'm just gonna go expand is a group. It's, you know, I'm going to try something. It's like a different. It's something that's this is where text will go. So how about I just actions this? Yeah, they don't work. We sell it. See about fine. I create a bit of sort of a frame sort of element for it, so I'm just gonna loosely lead some of this. Let's give it there were frame gonna leave about What is it we've got free. One side and three conceal a freezer. Okay, Maybe I can do it very well. Something like this one. It's not considered beautiful, so you can kind of see the the the idea of this. I'm just gonna OK, jump back in here. Updates mine call. And I guess I probably don't want actually put the gold on the track. So I'm just gonna get rid of that. Picks Julia, create a copy of this just for the text. Get with subjects. No eyes not listening to me. Well, I'm just going quick. Cheat like this. All right? Thinking quite nice. So there we go. So we've got something instagram fast. So I think the last thing that I want to do Well, I've got a few things that I want was planning to. Direction is I've got this gets difficult. So I think I'm gonna throw this sort of patent even there. Yes, well, into the gift certificate. Yes, Well, get to so I'm gonna expands this group. It's gonna certain do this quite quickly. Just sick guys can see them. Kind of how the application can work across different things. So, again, that's it's not perfect. but you kind of get the idea off. What's happening? Um, I'm going to I need to do is to OK, but these guys and that's obviously not eligible song. That's not gonna work. So I think I'm gonna what I've done here, So I just made it more difficult for myself. It's let me go into here, actually, but she's here for myself. It's like That's give it a little space. Don't right? That's thinking awesome. So I think maybe I'm actually going to use the That's the line that I had full of beautiful transformation so similar to the business card, which kind of destroyed, but never mind. Uh, we'll just see how I can integrate this into the let's get certificates. Something like that. I'll make that bold. No, that's not what I want it. All right, So that's my gift to three kids. Let's a quick look at says my gets the big smoke up, So all I need to do is gonna actually place mine. Just my gold foiling. Yeah, you know that's gonna work. Okay, Hopefully that's gonna be spot on. Yes. What say That's all right. That's looking quite nice, but it's a it's a gift certificate done. Um, another thing I wanted to have a look at this quickly is just applying that to some Web elements or seeing how the my graphic section going to work with images together because typically you want, in a versatility off the brand system, a visual system that you're creating have kind of done a quick, um, sort of. And obviously we're not designing a website here. This is not what, um, sex Eisele. But it's about showing indication of what? You know how the visual system actually applies across different touch months. So I don't feel like I'm going to use patterns. So anything like that some I'm just thinking about how I can apply it. So I just don't think I'm like to use a month. Correct. This isn't Scott bits and pieces, and I'm going to almost like us like a bulky effect. I might. I'm just thinking that maybe I'll do something like that where they're sort of going with blurry. Perhaps it stated, I'm just gonna give them a bit of a column. You don't want to go blur. Gosh, Kocian Blair. I know you don't want them to be Oh, it's so pink. So even just the minimal, um, something minimal like this can help us make a cohesive looking brand. We're working with some sub graphics and their actual visuals. We creating and really get the client to see how it's terrible comes together because they may not be able to visualize everything that you come the way that your thinking in your head, about things I'm just going to see this makes any sense to have also slug him. Even more faded once, just almost like that, you know, like White Christmas. But something still, that sort of look off magical moments and kind of This is a bit of refinement that can have a neighbor, as you can see that that's how it would've guessed that products would be applied to something like this over two images. So So they would kind of have it quite a few, um, application examples. So you just quickly run through all so we've got some bags. Got some. Mrs Scott, we've got the gift certificate because some indicative direction from something tiles for Instagram, and we've got some application for how the graphical system might be used across together if we re just but, you know, on the website or flies only anything like that. So really, um, you know, the next steps from here. Normally I would present this application examples along with the brand strategy. And, you know, I would set the story up first by showing my sub graphics and colors and the longer that I created. And then I would take the climb for a story on journey with me to show them how I don't apply this sub graphics into this visual system and how it can be applied to in a versatile and flexible ways. Eso they kind of really, really get this buying from them. And obviously from there, I would, you know, making tweaks hand o. Otherwise otherwise, I would handle what the visual system, all of them ready to use. So remember, guys, just when you're creating something like this, make sure that it's, uh the graphical system is as flexible as possible. So that's why we need to think about, you know, hardwood work with images. Hod would work without them. How you know, if the special effects, like gold fall that I have wouldn't work without the gold falling, you can be for that flexibility and as well eso always think about, you know, evolution of a brand in future and how things can evolve and give them can't room to breathe. So we don't want to restrict designs. We want to, you know, produce points by more designs from our graphics so onto the next video and hope you enjoy this more practical kind of lesson that I am just going through my stuff behind the scenes . 6. The Brand Checklist: so the ultimate goal off another over a tree visuals presentation is to make sure that you cover and create enough items and graphics and direction for the client to be able to create anything new that they want for years to come. So let's have a look at this client that we've just created a visual direction for and see if we've got enough elements there for them to be able to take that and create something in the future so we can see that we have a logo and we have a color scheme for them, as well as the topography on phone selection. We'll also created a set off sub graphics that's expandable in versatile, and we've also picked some image styles for them. So it seems like we've covered all of the main major points and given our client a solid brand, took it that that will be able to use and create anything new future for years to come. So one thing to remember is that the brand may somehow change the services or head to the services, and maybe slightly changed their approach to the way that they do things. So that's why it's really key when you creative visuals. For them to be really flexible, in versatile enough to be able to accommodate that brand evolution that will happen all the time. That's why it's key to have enough breath off application examples as well. 7. Your Class Project: I believe the best way to learn any new information is to apply that knowledge in real life practice. So for your class project are invited to submit a overarching brand visuals for a company that you feel that is probably lacking that strong visual direction, you don't necessarily have to redesign the longer, but along with your visuals to meet the objectives that you trying to accomplish or the overall brand positioning that's trying to communicate with your visuals now is always if you enjoy this class, I highly encourage you to living on this review because it really helps me out of my classes. Also follow me, and that way you can get notifications for any future classes I'll be creating, so I'll hope to see you soon and seeing my neck class.