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Patrick McGilvray

Building awesome, inspirational businesses.



Focus 5 Design Brand Identity Project

I recently started my own branding company and have decided to put my skills to the test with my own brand! I am hoping to create some "focus" around my own brand and be able to share this knowledge with my clients!

Creative Brief


Focus 5 Design is a brand-new boutique branding agency that provides web design, branding, digital marketing strategies, social media engagement, and content creation tactics. Their website needs to reflect their unique position in the industry.


To create a web presence that accurately represents Focus 5 Design’s abilities to help small businesses bring their brand into focus.

Target Audience

Small to medium-sized business owners and entrepreneurs, female, 35, urbanites making over $75k/yr with a budget of $2,500-$5,000 who want an amazing web presence to grow their business.


Focus 5 Design’s goal is to give you beautiful, easy-to-use Wordpress-powered websites, cohesive branding, and comprehensive digital marketing strategies, at a lower cost than big agencies, with personalized service and support.


Small branding agencies, lots of online options

Distinguishing Characteristics

  • Personalized, one-on-one service
  • Price point – I can charge less because I have virtually no overhead (agency fees, etc.)
  • A keen eye for style and the know-how to put your ideas into action
  • I’m not just a freelancer, some random coder in a faraway land; I will develop a close relationship with the client and make sure they feel comfortable through the entire process
  • I am a successful blogger and have experience in content creation and building a large audience
  • Provides value beyond a website - 5 areas of focus:
  1. Website design
  2. Cohesive branding
  3. Digital marketing strategies
  4. Social media engagement
  5. Content creation tactics

Creative Considerations

  • Orange, dark gray are main colors; can also use blue, try shades of color as well
  • Large images as backgrounds, blurred and bokeh
  • Flat design, try to stay away from skeuomorphic elements

Tone or Keywords

  • Focus
  • Smart
  • Sexy
  • Confident
  • Urban

Mood Board

Color Palette


I am a big fan of Google Fonts and always try to use them for web design. I want the typography to reflect expertise, authority, and sexiness. :-) I like the combination highlighted above. The 3 fonts used are:
Headline: Source Sans Pro
Sub: Bitter
Body: Ovo

Patterns & Icons

***Final Presentation***


Mood Board

Logo - Main

Logo - Variations



Patterns & Icons

Identity Collage

Identity Page 1

Identity Page 2

Identity Page 3

I feel really good about this project! It definitely helped me to get focused around my own brand. I appreciate any feedback! Thanks!


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