Preview
Video Player
00:00
00:00
PinkBlush Maternity, Late 2013
3:18The final example is PinkBlush Maternity, an online-exclusive maternity and fashion boutique out of Irvine, California. They’ve been serving up tasteful and sincere clothing for several years without a tailored brand image.
The final example is Pink Blush, an online
0:00
exclusive maternity and fashion boutique
out of Irvine, California.
0:03
They've been serving up tasteful and
sincere clothing
0:07
for several years without a tailor brand
image.
0:09
Our first step was understanding.
0:13
We had to put ourselves in a unique
position to sell ideas to a
0:15
maternity fashion brand, but also stay
relevant
0:18
to a pregnant and cost-conscious consumer
base.
0:21
We exercised a comprehensive research and
discovery
0:25
system to help ourselves achieve that
understanding.
0:27
We did some extensive mind-mapping, word
list
0:31
development, and put together an amazing
creative brief.
0:33
We put ourselves in a good spot to begin.
0:36
In addition, we collected tons of
0:38
images from relevant magazines and
periodicals that
0:40
were real examples of what a Pink Blush
consumer would read and enjoy.
0:43
Getting in the mindset opened us up for
sketching
0:47
logo types and arranging visual elements
on paper first.
0:49
We used different pens for drawing the
logo type
0:53
letters, explored patterns and really
began generating concept directions.
0:55
With all of our initial research, when we
moved
1:01
into the design phase, things really fell
into place.
1:03
Each week was a solid step forward, and it
1:06
was very evident that our research had
paid off.
1:08
The logo type quickly moved in the
direction of a refined script.
1:12
The cursive logo type is a decorative yet
contemporary brush script.
1:15
The letter forms represent elegant
nostalgia, without
1:20
emphasis on being retro or old fashioned.
1:23
We added a slight incline to the letters,
1:26
to push the fashion-forward mentality of
the brand image.
1:28
Our type choices were based on fashion,
with
1:32
a sense for the tasteful and slightly high
end.
1:34
We chose tall and narrow type for
headlines,
1:37
Trump Gothic, geometric and circular type
for call-outs
1:40
and subheads, Nevo Grotesque, and a strong
serif
1:43
for body copy and swatch elements,
Australis Pro.
1:48
Each of these fonts pair well and contrast
each other nicely.
1:52
Of course, pink would be a key color for a
brand named Pink Blush.
1:57
We selected a small set of pinks that
worked in harmony,
2:00
and then began to explore complimentary
colors to balance the brand.
2:03
We landed on a confident set of
blue-greens
2:07
that contrasted and paired well with the
softer palette.
2:09
Between the color and the typography,
there's
2:13
an interesting blend of complimentary and
contrasting styles.
2:15
A mild pink pairs with a sharp hunter
green.
2:19
A tall and condensed headline contrasts
well with a geometric and simple subhead.
2:22
It's a push and pull system that creates a
dynamic visual approach.
2:27
As a side note for your clients try naming
colors unique and brand-specific names.
2:31
For some of our pinks, we named them after
flowers.
2:36
For some of the blue-greens we named them
mint and pine.
2:39
It may sound cheesy, but simple name
changes allow
2:43
the client to really own and identify with
those colors.
2:45
In the end, we generated an arsenal of
visual elements to help Pink Blush
2:49
tell their story, as well as move forward
with the growth of the business.
2:53
Several icons were made to continue the
message.
2:57
A distinct tone of voice was also
developed to
3:00
reinforce the copyrighting style, aligned
with the visual style.
3:02
Finally, we art-directed a photo shoot to
help
3:06
model some of those elements in a true
environment.
3:08
We had a very articulate brand guidelines
book
3:11
printed, custom pillows made, business
cards and more.
3:14