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PinkBlush Maternity, Late 20133:18 with Matt Yow
The 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
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