Case Study: Branding Project
For my Vector Illustration class, I made a mood board, logo, social media graphic, and two mockups for a brand. We were required to choose a brand that would host a large event. I chose a local town called Menomonee Falls and did a farmers market; Menomonee Falls Farmers Market.
The Process
To start, I researched the demographics for the area and farmers markets. Which are people of higher education and income, women from the ages of 20-40, within 25 miles of Menomonee Falls, and typically smaller households.
I then created a mood board with a vintage and slightly modern feeling. I then went through different sketches to create a logo. I decided on a mix of vintage yet modern type to help sell the mood board feeling. I played around with the other elements until I found what fit the best for my pretend client.
Next, it was time to create a social media post, I chose to use Instagram. A large percentage of high-income and college-educated adults use Instagram. Especially users from the ages of 25-49 are highly engaged. It is also a platform where users want to find their next purchase. My goal was to create something that would pause scrolling and catch your eye.
Lastly, I made two mockups. One on a tote bag, since a lot of people who attend farmers markets use them. Then I made a large-scale bus stop sign. My goal was to be simple and use elements of a farmers market so I could attract the right
audience; with fruits and vegetables. I used a catchy slogan that would help as well.
Overall Experience
With this project I learned how to keep things on brand for a company from start to finish. I got to explore multiple ways to brand. When I started doing the mockups for large-scale graphics, it was difficult. I had to go in and tweak things, so it would look better on a larger scale. This project gave me experience following a brand and making small edits as you go. It was challenging at times but was very rewarding to see it all come together.
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