BRAND BRIEF
Who, What, Where and Why Field of Knowledge?
Field of knowledge is a Nursery and primary school that exist to provide education for the underserved, less privileges' and low income earners kids'. They provide system and structure that makes the payment easier and less burdensome for them. With quality education to make them match up with their colleague in other parts of the world. The reason for this project as defined in the objective part of the overview is to refresh the old look to modern feel around the rationale for existence which was a strategy to accommodate new market (pupils and student ) of higher class but still in the same environment that is foster for balance and love.
1. OBJECTIVE:
The objective of this branding project is to develop an Organization (Brand) Strategy that changes the perception of the brand and to reposition the Brand, yet, still remain accommodating to the current target users. More like a change of sign and also, a sign of change - FULL SCALE REVOLUTION.
A sign of change to be more appealing to the New Target Users and End User and a change of sign to be different, to look modern with a fresh touch, and also to reposition the brand to WHO and the reason for existence ( Purpose and/or WHY)
A sign of change to be more appealing to the New Target Users and End User and a change of sign to be different, to look modern with a fresh touch, and also to reposition the brand to WHO and the reason for existence ( Purpose and/or WHY)
2. CHALLENGE:
The challenge that the whole design came with was from the angle of the positioning that reflect on the previous or former Identity design.
It wasn't meant to be a challenge in real world because the New look is going to be a Full scale revolution, meaning, to a change of look completely, but that the brand still want to serve the current users while targeting New users. So we were looking for a common ground, and consensus that will upscale our look and perception, yet still make us accommodating or relevant to our current target users. To Make us relevant in the sense of still attracting them, representing them and most specifically, not chasing them because of the mid-tier look of the new identity. We needed that - that is, the new look because we have to attract a new target but we don't want to lose the current ones. So it was a total strategic process that needed alignment with the Brand or School overall Strategy.
3. APPROACH:
The Design approach for this project was to was to first make research based of the rationale of the brand logo that reflects on the previous brand's logo concept.
" Knowledge is Light" says, the school Watchword/ Strapline/ tag-line. We developed concepts around this and we came to a consensus that represent and reflect the brand true Identity. For us, having this gave us the courage that the brand can serve the current users and still can attract new target users. So, the look and feel came to resonate with the mid and lower tier of the Industry/market.
In conclusion, All of these were made/designed to attract the users ( parents, and Staff) and most importantly, subtly, attracted to the End Users ( Pupils and Student). So we solved a problem of a NEW LOOK for the Brand(School) that makes them still welcoming to their current user (Lower Tier) yet, still been able to attract New users (Mid tier).
Research, in project direction is possibly the most important stage of the design process, as it's the soul of every project because it guides, lays foundation of where possible the project will head to and also, put more light on any existing information already acquired on the project from the Primary Research Phase during the Secondary Research phase.
In identity design project, one of the approaches in defining the Project Problem Statement, and also to establish the direction of the Project is to first explore ideas based on the design brief or feedback from Client interview during the Consultation, and one of many ways to do that is coming up with a Moodboard. Where keywords and design attributes are used to gather visual content that speak to the heart of the project and the Brand.
MOODBOARD.
The (Logo and Identity) design direction was initiated by Research which commence by gathering ideas, words, keywords, design elements (Shapes, Pictures, Diagram, Icons, and all related elements). What this does is to guide the decisions making phase and give a unifying direction on the project. Giving early focus, mood and Vibe that will influence the design direction and decisions and also, attribute that will reflect on the design.
BRAND STRATEGY (Mini)
A simple Brand Strategy was developed for this project. All about this is to define the Brand Who, Why and Where - (IDEATION). Plus these are the Essence and Attribute of the Brand crafted that will show in the Messaging, Voice and also the external activities of the Brand.
BRAND GUIDELINE/STYLEGUIDE (Mini).
This most times is created at the very early stage of the design after the feedback on research and the Logo design is made. The importance is first to guide the Design decision making along the building of the Brand Visual Identity. In this case, this is a Graphical Mini Style - meaning, with fewer words but still enough to guide the basic use of the Brand design elements.
WEBSITE - DESIGN APPROACH AND METHODOLOGY
The approach used was a Mild way of designing a webpage for a Brand like this. On the UX part, was to consider the Users and the End-Users. This was a major concern in the decision making on what to use and how to use them. "What to use" from the Identity elements so as to resonate with the Users ( The Parents, Teachers, Admin Officer and School Workers ) and also, carry the essence and attributes that can speak of and to the End-Users ( The Pupils and Student ).
