Brand Identity Design: How to Design Brands People Care About | Alex Center | Skillshare

Playback Speed

  • 0.5x
  • 1x (Normal)
  • 1.25x
  • 1.5x
  • 2x

Brand Identity Design: How to Design Brands People Care About

teacher avatar Alex Center, Designer & Founder @ CENTER

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.



    • 2.

      The Power of Brand


    • 3.

      Start with Strategy


    • 4.

      Brandsplaining: Bodegas


    • 5.

      Identify Brand Touchpoints


    • 6.

      Design the Visual Identity


    • 7.

      Brandsplaining: Vitaminwater


    • 8.

      Create a Brand Toolkit


    • 9.

      Build a Holistic System


    • 10.

      Your Assignment


    • 11.

      Final Thoughts


    • 12.

      Explore More Classes from Skillshare


  • --
  • Beginner level
  • Intermediate level
  • Advanced level
  • All levels

Community Generated

The level is determined by a majority opinion of students who have reviewed this class. The teacher's recommendation is shown until at least 5 student responses are collected.





About This Class

Brand is more than a logoits the voice, personality and purpose behind the companies and products we love. Unlock the secrets to building brands people care about! 

Join celebrated designer Alex Center to learn how you can design unforgettable brands from the ground up, starting with strategy and building to create a comprehensive visual identity. Drawing on his experience working with entrepreneurs, founders and iconic companies like Coca-Cola, Alex breaks down a complicated process into a simple framework you can apply right away to add depth to your personal and client projects.

Key lessons include:

  • Laying a strategic foundation that gets your client onboard and sparks creativity
  • Designing for the specific locations where people encounter your brand
  • Telling the story of your brand through design decisions, from font to color palette
  • Crafting a timeless visual identity system that can grow and evolve with your brand

Plus, Alex walks through a real client project from first meeting to final presentation, sharing behind-the-scenes secrets, concepts and designs along the way.

Geared towards any creative who’s ever thought “I can do more than create beautiful logos,” this 45-minute class will transform your process, helping you go from designer to brand builder. Prepare to expand your skillset, wow your clients and bring your ideas to life like never before!

Meet Your Teacher

Teacher Profile Image

Alex Center

Designer & Founder @ CENTER


Alex Center is a Brooklyn-based designer and founder of the design and branding company CENTER. Prior to opening his own studio he worked for over a decade for The Coca-Cola Company where he led the strategy and design vision for the billion dollar beverage brands vitaminwater, smartwater and POWERADE.

Over the years, Alex has designed packaging that has been in hands across the globe, created breakthrough marketing campaigns and launched innovative new products. In 2011, Alex was named one of the 200 Best Packaging Designers by Luerzers Archive. In 2013, he began telling his story around the world with speaking engagements with The Dieline, AIGA, HOW Design Live, and as a guest on Debbie Millman's famous Design Matters podcast. I... See full profile

Level: All Levels

Class Ratings

Expectations Met?
  • 0%
  • Yes
  • 0%
  • Somewhat
  • 0%
  • Not really
  • 0%

Why Join Skillshare?

Take award-winning Skillshare Original Classes

Each class has short lessons, hands-on projects

Your membership supports Skillshare teachers

Learn From Anywhere

Take classes on the go with the Skillshare app. Stream or download to watch on the plane, the subway, or wherever you learn best.


1. Introduction: This is the most important thing that you'll ever do. People fall in love with brands for the same reason they fall in love with other people. They're trustworthy, they're friendly, they're funny, they're really good looking, and they have a purpose. My name is Alex Center. I'm the Founder and CEO of the Center. It's a designing and branding studio Greenland in Brooklyn. Today's class is about building brands people care about. My love affair with brands kind of starts at a pretty young age. I felt a certain power when I put these brands on. I instantly walked a little taller, and felt a little bit more confident. Working in house, working with agencies, working in entrepreneurs. I've learned countless tips and countless ways in which to do this. We're going to go from literally absolutely nothing on a page to something that is ready to be essentially launched out into the world. A brand is more than a logo. A brand is feeling. So as designers we need to sell ourselves as more than just the people that make things beautiful. Hopefully at the end of this class you'll be able to speak about branding in a different way, and be more strategic with your designs and why you make them that you make. A lot of designers say like, "Design can change the world" it's cliche but I believe it's true. I'm really looking forward to seeing what you guys make. Let's get started. 2. The Power of Brand: As designers, one of our superpowers is that we really understand people and so when you're creating a brand, I think I always try to think about the person on the other side of the bodega that is going to go up to the shelf, and pick the product and why are they going to make this choice, and a lot of that will come down to who they are as people and how you've made a connection with them. When it comes to being a designer that builds brands, you need to do a lot of things. You may think that your job is just to design the logo and the stationary, and then it's someone else's job to figure out everything else. When it comes to building brands, the designer needs to be thinking about all of the encompassing experiences that people have. So every little decision from the partners that we made, from the places that we showed up, from the way we've spoken are ads, from the lines that are on the packaging, to the copy writing, to the naming of the flavors, all of those things are what make a brand special and as a designer, you need to be involved in all of that are you need to have a point of view on all of those things. Again, you can choose to be a part of one specific touch point, and one medium and one individual thing. But I try to teach designers that they should be a part of it all and in way that's how you become a designer but really a brand builder. So today we're going to be thinking we're going to be going through the steps of how to build a brands, and why brands matter. Branding is differently misunderstood term I think, a lot of times people will use the term branding interchangeably with Logo, or package design. Branding is really not just one individual touchpoint. It Is the sum of all the experiences that you have with a product,a person, a or service. Brands are more important than they've ever been. There's more products on the shelves than there ever have been before in the barrier to entry has been lowered considerably. People are just launching businesses all over the place. So what's what separates the good from the great is your brand, and you know, Debbie Bellman's definition of branding is meaningful differentiation. So today, we're going to talk about how to build a brand that is different and meaningfully so, and has a purpose, and has a why, and so that way when you have your idea your billion-dollar idea, and you put out into the world that people pay attention to it and people care about it. So we're going to be talking about how to uncover those nuggets and to raise your focus in on what makes the brand special, and what you want to communicate and why people are going to care. Then, eventually, we're going to talk about nuts and bolts of the design, and the visuals and the identity, and how to create a holistic brand system that communicates all the things that make your brand special. Again at the end of class we're going to take everything that we've learned. We're going to create a beverage bands together and we're going to take all the skills all the things that we've learned here today, and we're going to put it all into one beautiful brand that can hopefully make it to the bodega. So if you have an idea in the back of your notebook and you have been thinking about it for a really long time and you really think that you're onto something great. By the end of this class hopefully, you'll have a sense of how to take that idea. How to make it look and feel like something that people are going to really care about and love, and then you can just put it on the internet and magic. 3. Start with Strategy: How do we get people to pay attention and to break through all the noise that's going on. Our goal in the first step is to really identify something that is going to make people care, and make people interested, and to make people stop what they're doing, and to pay attention to what we're doing. What your brand stands for is in many ways the millions of decisions that you make along the way. So for your brand to stay authentic and to stay relevant to its purpose, you need to have a foundation, and that foundation starts with strategy. Design is incredibly subjective. What one person likes and what another person likes or thinks is great can be completely different. But what isn't subjective is strategy, and when you have a strong foundation for why your brand exists, what its goals are, what its purpose is, what its mission is, what its values are, it helps you make decisions as to what is right and what is wrong for your brand. But it's also meant to inspire, it's meant to give designers nuggets of ideas, or things to think about that they can then go and create visuals that support. In many ways, it's hard to design from nothing. So having a really strong brand strategy that has lots of insights and has lots of inspiration points is a great way to come back with a whole bunch of great ideas. The first thing I'd like to do when I start on a project is talk to the people that are behind the project. So sometimes this can be self-initiated, but a lot of times we designers we are working with clients, and we're working with people that have a goal. They have a mission, and they have a purpose, they have come to you to help bring that to life. So for us, we start by talking to them about that, it's really as simple as that. So just really getting inside of the brain of the people who have come to you or who you're working with to bring that brands life. We start with very simple questions. Who are we talking to? Who do we think is going to like this brand? So once we have a sense of who that person is, then we can start to build the story and really start to build a strategy around, how we're going to talk to them, and how we're going to make them notice what we're doing, and how we're going to make them care. We have to convince and communicate to our clients and to the people that are behind the products, that people don't fall in love with products, they fall in love with brands that have a purpose. We need to figure out what that thing is, and sometimes it's digging, and sometimes we have to bring that to the table and tell them, "Hey look, people are feeling a certain way in today's world and it's about people." So if we can then put the product into that story, or put the product into that narrative, then there's a role for that product in people's lives. The second piece is about your mission. What is your goal? What would the world be missing if your brand was gone tomorrow? So Coke, the world would be a little less happy. So your brand needs to play a role in the world, and it can't just be because the world would have a little less soda because there are other brands that makes soda, but the role of Coke is to bring happiness and joy to people's lives and to bring people together. So if Coca-Cola was off the planet tomorrow, the world would be a little more sad. People don't fall in love with products, they fall in love with personalities and people. So you want to be thinking about your brand in very human-like terms. So what are we trying to communicate, that is something that people would fall in love with. So another thing that we often think about when it comes to brand strategy is category. So when it comes to building out a beverage brand or a sports drink, you have to be thinking about all the other players that are in your category and what do they do, what are the things that they on, what are the things that makes them special, and how do you differentiate yourself from that. So when I work on the sport drink Powerade, we were a challenger brand, a lot of our work was trying to differentiate Powerade and Gatorade, two drinks that both play in the same place, in the same arena. So we built out a brand strategy that everything that they were, we try to be different. So if they were representing champions and heroes, we were representing the everyday guy on the corner that just love to play basketball. If they were being friendly and family-focused, we want it to be tough and attitudinal. So in many ways, we're trying to differentiate ourselves, but we're also trying to associate or connect with people in the way in which they actually use products. For this class, I want to show off some of our work as a studio. So we were connected with a Greek entrepreneur that has a bunch of Scoop shops overseas, and he want to come to America and to launch his ice cream brand, his delicious dairy-free ice cream into the American market. Essentially that was all that we had. We went through five or six rounds to try to come up with a name that both the founder and the other entrepreneurs involved with the project could connect with, and at the end, we came to a name that everyone loved which was WildGood. This name brought together two of the most important parts of the story which was the nature which is the wild, where the products come from, all the ingredients are completely natural, real products that were found and grown in the real world, and the delicious taste and the product. So WildGood became the name and so we started from there to build our strategy. So it's not about just jumping right to who we're or what we are about or why, it's about leading them there and guiding them there and telling them the stories. These stories were actually written by our incredible strategist Maurice Zupen. So this strategy is her work, but it's based off of the conversations that her and I had both with a client and together, and we crafted this narrative around what WildGood could stand for, and why it mattered, and where it came from. So we went through this strategy in these individual touch points about how food has gone from something that was so special and so important in civilization, and treated with such care and appreciation into something that is just been completely disposable. So what we wanted to create a brand that was about human connection, and to celebrate the moments in which people come together for food. Those moments and those connections is what we're in many ways missing in today's world. Is feeling like we're alone, and feeling like we're not together, and feeling like we need more human connection. So we wanted to build a brand that was about togetherness and joy, and putting that back into food. So one of the things that was really interesting to us as we were talking with the founder was the way in which he makes his ice cream, because again there's plenty of ice cream brands in the world and there's plenty of people that make products. So we wanted to get to the bottom and really underneath how he goes about doing it. What we found out was [inaudible] who is the product magician on the WildGood team is that, he makes his products with a little bit of fresh ingredients, a little bit of olive oil, and a lot of magic. That was all that he would tell us, and so we wanted to talk about how do you take something from nature and transform them into something that is delicious, and transform them into something else? In this case, transform them into ice cream. We wanted to take this idea that food can be the alchemy of turning nature into humanity, and turning nature into something that brings us together. So one of the things that we'd like to do when it comes to strategy is to create a little bit of framework and to get people to aligned to the who we are, what we do, and the reasons why. So for us, this is our foundation. For our strategy, so WildGood is nature purely transformed, that's essentially our purpose, our positioning, and our strategy. So what we do is, we create extraordinary pure foods that bring humanity together around nature's table. How we transform nature's purist ingredients with a blend of art, science, and a little magic, and that we believe that life happens of the intersection of nature and humanity. So this idea that we could bring people together, we can make people enjoy one another, and feel a little bit less lonely through the magic of food and through the magic of ice cream, is where we started to go build something that people would be excited about, people would care about, and people would want to be a part of. We have our brand strategy, we have our purpose, we have our why, we have a little bit of our emotional reasoning. We know a little bit of who are going to be talking to, and so we have all these pieces, but we need to put it together into something that people can see, people can feel, people can experience. So in our next step, we're going to be talking about how we transform a brand strategy into a visual identity. 4. Brandsplaining: Bodegas: I've always wanted to be a teacher. I've always wanted to pay it forward. I've always wanted to teach the next generation. I like to call this brand splaining. If a drink is something that people are consuming on the streets, you can get it at your corner store and your corner bodega. So for me like that's the battlegrounds, like that's the place where all these brands and all the beverages are just competing, and why you pick one drink over another drink will always interest me, will always be something that I'm passionate and curious about. Part of it is like what's going to go good with my turkey sandwich. Another part of it is like, what do I want to represent in the world? Like what brand am I? Who am I? What do I want to associate with, and what what brands are part of who I am as a person? There's so many different places where design lives in the world. But for me, a lot of my designs live in the bodega and so it still gets me excited every single time that I walk into a store and I see something that I designed at my computer in the middle of Queens like on a shelf, or someone you know at the park drinking. It's like I live for those moments just to see what people interact with and people consume and people choose. To me it's one of the most exciting things that I could do. 5. Identify Brand Touchpoints: Now is the fun part. We've got our strategy, we have our reasons for being, we got our purpose, our personality, we've figured a lot of the strategic framework for what we're going to go make, now's the fun part, now we get to go and design. So before we get into that we start by determining what are the key touchpoints for the brand. So it's about showing where the brand really lives in the world? Those touchpoints are really just places where people are going to find it. So a great visual identity can be based on a super simple idea but how that gets translated to different pieces is sometimes, shows how strong it is. So for a lot of consumer package goods brands, packaging is a really important touchpoint. That's the place on shelf where people are going to find it. If you're working on a beverage brand maybe it's your can and your 4-pack, and you're retail signage, and maybe an experiential pop up. You can get this complete picture of how it's going to live but without designing every single thing, you don't have to create the t-shirts, the trucks, the hats, the websites, the Instagram, the billboards, because we're really just trying to demonstrate proof of concept. We know that there are some points and some touchpoints that are critical. So if our identity is great but it doesn't really come to life on an app icon. Then it's probably not the right identity for our app. I think the big key part of this next step is about bringing your strategy through the work. You want to show how all the things that you were thinking about in all of the pieces that we've aligned to are going to find its way into the things that live in the world. So your goal is to try to take what you've crafted and built as your strategy and then bring that to life in the world. This is why it's so important to align on the places where the brand lives because you want to talk about, you want to have a variety of places, so you can showcase the depth and the breadth of what you're going to make if every single touchpoints are every piece that you're designing is for in store. It's all probably going to look very similar and you won't be able to demonstrate how it comes to life with broader storytelling. This is a framework that I was introduced to and this idea is very simple, is that your brand should not look the same in every single touchpoint but they all need to ladder up to a something that feels cohesive and connective but they all need to feel unique and special for your brand at each and different places. So you can't just take your logo and put it on every single place that your brand shows up. So it's important to figure out what are your different parts of your brand system and how they can be applied to different parts of your identity? We're talking about breaking down our brand into four quadrants. The first one is iconic. So your iconic quadrant is about brand expressions that just when you see them you'll understand what it is. So Coca-Cola, you're talking about your script and your ribbon you can put it on a t-shirt, you can put it on an umbrella, and that is your iconic brand. It's the things that are not going to change, things that are going to be there for years, hundreds of years, if you're doing it incredibly well. Then there are extrinsic brand expressions and so extrinsic sprint expressions are the feeling, the stories and so great example in this reference is Coca-Cola polar bears. So polar bears is an expression of the brand coming to life in Christmas. Then there are intrinsic, so we're talking about the actual product, the smell, the taste, the bubbles, the ice. So these are the things that make people want to drink your product, or eat your product, or the details like this specs. While you're streaming services three times faster or the details of the product, these are your intrinsic benefits and then there's your collaboration and so this is how does your brand come to life when you are maybe taking a back seat, or maybe you're doing something that's a partnership with someone else, or you're creating things that are slightly less branded? So it's about showing the different tools that your brand has in its tool box and when and where to deploy them. A great example, the best case study in the world is Apple, so they have a foreign language that informs their products, how their products feel, the metals, the glass that goes on to the actual materials, and actual products themselves. But they have a different visual identity system or a different set of tools for the spaces, and the wood, and how the experiences of the actual brand living in the world inside of their beautiful retail stores. That's different than when they're doing a promo type, ad campaign, they can use a slightly different visual system that maybe is involves moving image, and photography, and campaign language, and things that are maybe for a year or two but maybe you're not they don't stay forever. So and then of course there's the iconic Apple logo and the iconic typefaces and all of those things. So by basically creating different set of tools for your brand to live. It allows you to show up in different places and not necessarily always use the same voice. Really trying to show a number of different ideas at this stage, typically we present 3-5 directions. Basically different ways in which we can take our strategy that we've developed and then translate it into things you would see in the world. Example, in Wildgood was we had an idea that was just about juxtaposition, just about wild and good. Taking that one idea, is having the wild of the logo being script and the good being in a sense of types. How does that live on your website? Maybe your website has two different sides to it, or maybe your store has half of the store is split up into ingredients, half of the store is makes it's products. What if there was a neon sign that said, "Open and closed." The two were connected and so this idea of like, the client didn't say how does my brand come to life in neon signage. But because we wanted to demonstrate the width or the depth of an idea were shelling as many touch points as we need to so that they can get a general sense of how it could live other places. We also needed to design cups for both the coffee and for the ice cream itself. These were essentially the branding kit that we needed to go and launch. Now that we have these touchpoints, it's time to design. 6. Design the Visual Identity: This is where we put pen to paper and mouse to mousepad. It's time to design. I think the best way to figure out a solution and to create what is a great visual identity system is to explore. So in this phase, we're going to be exploring multiple different directions. We're going to be making a ton of design decisions and choices trying a lot of different things out and planning on a couple core directions that we want to share with our client. This is my favorite part of the whole process, is the part where you just have to go a little bit with your gut and you have to go with a trial and error. You have to explore what things look like in different typefaces. What it looks like in different weights of typefaces, different colors, different textures, different words, and you take all the things that your brand stands for and you try to distill it into something that is simple. When we have our strong strategy and our foundation and our principles, we want to find something or we want to design something that communicates that through visuals. We're trying to find little pieces or words or metaphors that we can pull from our foundation, from a strategy perspective that we can start to build a visual system around. We're trying to find something that we can hold onto and get inspired by and hopefully, it'll take us down a road and we'll start to figure some things out. We start as studio by just putting stuff on the walls. We start to research some of the ancient Greek mythology. We start to research some of the imagery, the iconography and some of it we want to tap into and to explore and some of it we want to make sure that we go the other way. As we're going through them, our number one goal is to see, A, does it feel inspiring, does it feel magical. Does it tell the story that we want to tell and can it live on across anything that the brand wants to be and can it live for a long time. We don't want to make something that feels super trendy or something that feels like it doesn't have staying power. We're now going to dive right into some of our design work. We're going to show how we took some of our strategic thinking, some of our brand touchpoints and brought it all to life. So this is actually the real presentation that we shared with our clients. We showed five directions. There's a fine line between showing too much and not showing enough and I always like to make our clients feel overwhelmed with greatness. That's my approach. Our goal really here is to bring that strategy to life visually because up until this point, it's mostly been through words and through stories. But really our goal is to visually show how the strategy of food bringing people together can be the core of this brand identity. So these are our five design directions for the Wildgood projects. Our first direction was called radiating goodness and we were inspired by an idea that one seed could simply multiply into an infinite forest. So this idea can be represented in a graphic form but also is found quite literally all over the place in nature, and so we we're really inspired by what if an identity system could do that as well. So these radiating circles represent the way in which Wildgood's food spreads positivity and joy into the world. So our idea was simply, what if our whole identity expanded quite like a rippling of water or a single seed into a forest. So this grow typeface became the core of our visual system and became the core of our idea for the brand. So from there, we start showing again how the system comes to live through business cards, through postcards, through the takeout bags for the store, through the coffee packaging for the space. The stripes became the brand signifier and in applications that we don't necessarily want to just slap the logo on the side. We thought that it would be really nice to have this clean beautiful premium expression for the cups and for the granola and for the umbrellas and take this idea of ruminating outwards and bring it to every single piece of brand expression but doing it in different ways. We also presented interior design. This is not typical to our branding projects but because this was a project that was going to find its way into the world through interior space and a lot of this is directional, right? It's really just a set a mood and essentially to show how this visual system could look both in its graphic representation and also its physical representations as well. Then at the end of each direction, we like to show essentially a summary, a conclusion slide that brings it all together so you can get a sense of what the brand is and a couple of the key touchpoints. There were pieces of the other systems that found its way into the final design and we'll talk about that a little bit in the next phase. 7. Brandsplaining: Vitaminwater: I spent the first 11 years of my career working in beverage. So my first job ever was as a junior graphic designer for the beverage company Glaceau. Glaceau famously makes smartwater and vitamin water. I think vitamin water is the greatest package design of all time because on the package itself, you get every single thing that you need to know about the brand. First off, product perspective, it's vitamins plus water, it's very simple. But in terms of what the product will do for you in your everyday life, that's what leads. So focus, revive, energy, those are the things that are on the top of the labels, not through pine chore, orange or citrus. It's about the function and how it's going to play a role in your life. So on the side of the early vitamin waters for energy, it talked about being a soccer mom, and sitting on the sidelines at your kid's soccer game, and so that is a relatable experience for people that are tired and need energy. So it's not just about telling you what it's going to do for you, and how it's going to play a role in your life, but it also comes and meets you, and says, I understand who you are. I understand what you might be going through and here's a little fun personality. It's an introduction. So you want to create things through your design that make it feel human, and so on the back of a vitamin water bottle, it says, for best results stick it in the fridge, and that is just a more human way of saying refrigerate after opening. So for business, that's a throw away line that just instructs people how to use the product and putting it into a refrigerator. But for vitamin water, it's an opportunity to bring a little bit of personality to the packaging as well. So every single word that's on a vitamin water label has a very specific purpose, and that purpose is to try to communicate what the brand is about, and why you need to have it in your life. 8. Create a Brand Toolkit: We want to give people the tools to go and create anything, everything. So if you give somebody a logo and two colors, you can only make so many things. So we want to inspire more design, we want to create hundreds of things and we want to take this brand and really push it and expand, and found out what's within the framework that we've built in what's outside of it maybe, and what's too far. So in this next phase, we're going to be talking about how do you take your design that you've presented and push it further? How do you take some of the feedback that they have given to you and incorporate it into your work? How do you build out a framework for your brand system so that it can live across a number of different expressions for your brand, but also encompass anything and everything that the brand needs to do? In a similar way to brand strategy, brand identity and brand design is also meant to inspire more creativity to come from it. So we want to create something that is timeless and can anticipate where the brand will live and where people will experience it, but technology changes, the world is changing, and so we want to create something that can live on, but also can inspire future generations to build from it. Design and branding is not done in isolation, and sometimes it takes showing people design work to get them to react. I've spent more of my career as the client than I have on the other side of the table. So I'm very respectful of clients and their feedback. Sometimes clients may not be able to totally express exactly what they're looking for, but when they seen it in your work, they will identify or there'll be able to tell if it's write or if it's wrong. That's where your brand strategy, and the early research, and the early consumer demographics, and the early alignment is really helpful. So if they want the brand to be sunny and joyful, and then they decide to maybe tell you or describe interaction that you feel like would take the brand into a darker more serious place, it's helpful to say well, we have aligned on the fact that we want this brand to be joyful and sophisticated, so keeping the bright colorful direction that we have hear is the right way to go. Once we aligned and got back to designing, we put together this presentation over the course of a few weeks, which really was building out the full identity. In this presentation, we really want to break it down so that we can dissect and talk about each of the individual pieces and each of the individual decisions that we've made, and to just make sure that everything's feeling really good. So first is our logo, which represents both our word mark, and our icon, our colors as we talked about last time bringing in some of the colors from a different direction, and calibrating some of our colors, some of our materials some of the things that people were really gravitated towards in terms of the spatial designs, the interiors of the stores themselves, getting into the topography, the things that the designers all at home care about so much and we love as well, and then getting into some of the patterns and getting into some of the photography. So a little bit of the art direction of how we plan to go and capture photography, and what we want to capture, and how we want to go about doing it. So here you have it. Our final wild good brands identity toolkit, and so you have our logos, our color, our type, our patterns, and our photography style, and in our next lesson we're going to show how it all comes together and how it gets brought to life. 9. Build a Holistic System: All right. It's time, without further ado to show how it all comes together. So in this part of the presentation, we took all of our toolkit pieces, we took all of our paint brush, we took all of our colors, and we put them all together and show how it lives in the world. So in this section, I'm just going to fly through all the pieces that we made to showcase how the brand comes to life in this different places. So first as I mentioned before, iconic elements, pieces of the brand that stay consistent over time. So the cups, and the bags, and spoons, and those things, the space itself. So the experiential, this was a big part of our work in this direction. Extrinsic, our marketing, our business cards, our invitations, websites. Then lastly, some of our collateral or branded merch, collaboration, partnerships stuff. So showcasing which parts of the brand go to which places. So some parts go to multiple places, but here's essentially how we've brought our assets and elements of our brand to life. So here it is and all of its glory, the cups, the logos as they expand to each one of our ice cream cups. Our coffee cups that showcase the individual letters, W and G, our plastic cups. Our spoons, so we wanted to bring some of our personality of the brand and the voice and some of our purpose into little moments in this space, and so the spoons was a really great place for us to inject a little bit of that personality. Our space, so here is our minimal signage outside of the Wildgood space in steel. Here is another sign that goes around the other corner, the material palette, the woods, the colors, the textures, the furnishings, even went so far as to source some of the lights in the table. Then onto our extrinsic marketing. So photography as I mentioned earlier, we talked about how each part of the brand comes through and photography. In this section, we sort of break down those different pieces, we showcase a couple of brands that we think that do some pretty great Instagram contents, and so we showed them a little bit of how we think about approaching Instagram and social media marketing. Then lastly, a collateral line of merchandise, things that people can actually buy inside the space if they want to wear some wild good clothing. Here in summary, all the brands, all together in one place, feeling cohesive, feeling connected, feeling unique, telling different stories, leaning into the Greek heritage, leaning into the product, leaning into our beautiful typeface, and taking all the brand elements that we've created and painting a Wildgood world for them. Again, this came from nothing, they gave us a carton of ice cream in dry ice, and we took that and created this magical Wildgood world. There's a big team of people behind me that did this, but the truth is, you could do this as well. I believe in you, you're talented and gosh, **** darn it, you could do it. 10. Your Assignment: It's time for you guys to get to work. Our class is going to be building a beverage brands. The great part about designing for beverage is that it's not digital. It's a physical thing in the world that people hold, that people touch, and people carry and people drinks. So you guys don't have a client so you're going to be your own clients for this assignment but that doesn't mean that you shouldn't come up with an idea like why is it your drink special? Why is it important? What is the unique ingredient? What is it's roll in the world and how is it going to differentiate from other beverages on shelf. So from there we are going to create an identity, creates something that comes to life in the world and hopefully it comes to life on a beautiful package. But, you know what the more touch points and the more things you design the more realistically we'll be. So about to see other thoughts or things to you guys make but you don't really need that much to really build the brand. All you need to do is to get a bottle from your local store, cut out a piece of paper, take a picture you got yourself the starting grounds of a great design and so I'm excited to see you all guys make. You guys going to crush it and I look forward to seeing what you guys do. Cheers! 11. Final Thoughts: We made it. We're at the end of the road. I hate to see you go. But I want to say thank you. You guys are awesome. I don't know you but I'm excited to see what you guys make. Please submit your ideas to the project gallery below. I'm going to be checking them out. I can't wait to see you guys make. Thank you guys so much for watching. Please, please go out there kick some ass. Now, you are no longer just the graphic designer, you're a brand builder and I can't wait to see what you make. 12. Explore More Classes from Skillshare: