SOLVING PROBLEMS
Client Problem
The client problem faced with the brand Interconnecteen is increasing the outreach towards the target audience. Showcasing the features of the brand to be beneficial and appealing.
Voice and Tone
The brand voice and tone were developed to appeal to and draw in the target audience. The first development was more general and expressed collectiveness. The developed theme and style were trendy and colorful. The overall voice and tone provided a general idea of the brand goal: to help teenagers connect and discover themselves. Interconnecteen has a brand personality that is diverse, friendly, and authentic.
The potential taglines were "Connecting Teens Internally," Connecteen with each other," and "Assemble, Interact, Connect." The first slogan was inspired by rearranging the brand's name into a sentence. It was inspired by other taglines similar to Skittles, "Taste the Rainbow" (Burns, 2024), which states the brand service. The second tagline was inspired by the Dunkin' Donuts slogan, "America runs on Dunkin'" (Burns, 2024), and Tide, "If it's got to be clean it's got to be Tide" (Eliot, 2010). In which the slogan has a call back to the brand name while connecting to the brand's service. The third slogan is similar to the slogans of CoverGirl, "Easy, breezy, beautiful…" (Burns, 2024). Both slogans state the service the brand provides or wants to fulfill. The taglines provided a general statement of the brand's overall goal of achieving affiliation with the target audience.
The initial position statement helped put the target audience in a mindset of what they need from Interconnecteen. Inspiration was derived from flyers from the YMCA (Stevens, n.d.) and the Boys & Girls Club (SCC-School Community Council / Boys and Girls Club of Elgin, n.d.) and used as an example for the overall direction of the voice tone. However, the main flaw of the first voice and tone developed was the lack of theme with the overall brand. The voice and tone were not impactful because it lacked a brand personality. The developing personality of the brand was only stating words with similar definitions and developing a brand personality that is dull and tedious.
The first step in refining the voice and tone was choosing a more impactful theme to guide design decisions. The new theme developed for the brand is Superhero because of the visual opportunity and themes of teamwork, collectiveness, and affiliation. A definitive theme for the brand helps provide direction and overall brand personality. The theme helped develop the new slogan for the brand, "Build your super team!". The slogan states the action that the service of the brand provides in the voice and tone of the theme. The new brand personality is still social and diverse but is now imaginative and active.
The final step taken to finalize the refined voice and tone of the brand is researching the theme of the brand and the overall target audience and receiving an understanding of the voice and tone of comic books while also keeping them appealing to the target audience. Throughout the development of the brand, the voice and tone are energetic to encourage the audience to interact with the functions provided by Interconnected.
According to Outbrain, emotion and humor appeal to the target audience the most, and it is best to avoid dull content full of facts (Outbrain,2019). Hence, a more fun and energetic approach to the brand's voice and tone will help strengthen the outreach to the target audience, presenting the information in a way that appeals to the younger audience.
Look and Feel
The development of the look and feel derived from the overall theme of the brand. Exploring the art style of comic books and pop art. The color palette is radiant, sky blue, starshine yellow, team green, power pink, and connection cyan. The colors are from the halftone dot pattern effect created when printing in color in the 20th century (Adobe, n.d.). This effect also occurred when printing comic books and used to create pop art. The name of the colors uses the brand's voice, tone, and overall theme.
The typography chosen for the look and feel referenced the comic book font type. CCBiffBamBoomOutline is the header font; it has capitalized bold letters with a drop shadow to reflect the font type commonly used with comic book titles. CCMeanwhile was utilized for the sub-heading of the typography to reference the font type used for comic book dialogue. Serenity was used for the body copy to keep the information less stylized and legible.
Action lines from the comic book art style were used as the line design in the brand's look and feel. The lines capture the themed art style and help guide or create emphasis. The purpose of the lines in comic book media is to depict movement, convey emotions, and amplify visual messaging (Lines in Graphic Comics, n.d.). The lines also have different thicknesses and stroke paths, which can affect the interpretation. The shapes were halftone dot bursts, dialogue boxes, and geometric shapes like comic book panels. Visuals like silhouetted caped heroes and hands grouped.
For the refinement process, most of the visual elements were effective. However, as the brand developed, some visuals needed to be included in the final. Radial lines and action lines were used less often throughout the development of the brand assets. The sharp-edged graphics did not reflect the direction of the lighthearted, fun look and feel. Instead, halftone dot patterns were used as transitional devices throughout the brand look and feel instead of directional lines. The silhouetted figures changed into cartoon characters with colored capes. Conveying imagination and reflecting on the final logo design. The photography of hands was removed from the brand's look and feel to keep the visuals consistent with the illustrated graphics. The finalization of the brand look and feel was developed effectively after choosing the final logo design.
Vision Board (First Draft)
The reason for having bright colors for the brand is that brighter hues are used in marketing strategies by other brands to appeal to a specific generation and represent joy and excitement (Naylor, 2023). These are the emotions that Interconnecteen visually communicates to the target audience. According to Brandt (2022), teens utilize media and trends from the past as a way of escapism. Hence, Retro pop art and a comic book look and feel for Interconnecteen appeal to the target audience. Reinforcing the brand's visual appeal and reaching more of the target audience.
The vision board consisted of the first draft look and feel elements. Which includes the color scheme with the RGB and CMYK numbering, the name of the brand at the top, silhouetted superhero figures, imagery of comic book action words, scattered words that represent the brand, the onlyness statement, typography, and scattered graphics of radial lines and halftone dots. Radial lines are one of the ways to create emphasis and draw attention (CorelDRAW, 2024). The color scheme presentation resembles a comic book strip. The Onlyness Statement and Typography are in a comic dialogue box. The name of the brand and descriptive words utilize the header font. The name for the colors, color numbers, and subheading for the dialogue box uses the subheading font. Then the onlyness statement uses the body copy font. The layout of the first draft vision board is to properly lay out the elements of the look and feel of the brand. However, the assets created for the brand changed the graphics used.
Vision Board (Second Draft)
The logo developed new mascots and backgrounds for the brand. The first background revision changed into a radial lined background to mimic the art style of comic books with the new characters. However, that element could have been used more consistently throughout the brand's design. Removing the radial lines from the vision board and replacing them with a new background. A graphic pattern of the logo was used for the new background. The scatter of the brand personality has no purpose and was refined. The words for the brand personality were placed in a descriptive box used in comic books to inform the audience rather than delivering a dialogue. The radial lines were removed because it was not consistently used. With the radial lines removed, other brand elements drew in more attention. When placed on the vision board, the radial lines were not utilized appropriately to draw attention to something important.
The new vision board is more effective because it was developed from the brand's consistent elements. Having a vision board that reflects the brand is significant because it serves as an overall business plan to follow when creating assets for the brand (Untold, 2021). It helps organize the brand's essential elements into one paper. Based on research, better design decisions are made to appeal to the target audience. It effectively attracts and reaches the target audience.
Vision Board (Final Draft)
Color Palette
For the color palette, no changes were made to the colors used in the brand's look and feel. The colors were red, green, blue, cyan, pink, and yellow. When primary colors are utilized, it creates a sense of energy and excitement (Nauradika, 2024). The choice of colors for the brand is to express diversity and appeal to any target audience. Using bright colors that can contrast one another is dynamic and grabs attention. The emotions that the colors represent are also reflective of the brand. Red represents excitement, yellow represents optimism, green represents growth, blue represents loyalty, and pink represents femininity (Tacpoint Inc., 2024). The colors were inspired by the comic book and pop art style. The design decision for the colors became stronger as more assets were created for the brand. Using various colors in the brand will help reach the target audience by drawing attention to the bright, diverse colors.
Brand Color Palette
Logo Development
Logo Sketches
Thirty thumbnail logos were sketched when developing the brand logo, exploring different visuals. The main issue faced when creating the logos is fitting the entire name of the brand onto one. Due to the brand name's length, a logo with a graphic with a wordmark was best so that the graphic could represent the brand without the wordmark. Some of the logos utilize a human figure in the graphic. A character figure in a logo helps humanize the brand and allows audiences to associate with the brand (Kramer, 2022).
While also creating a personality for the brand. The illustrated characters are adolescent and abstract, allowing the audience to associate with the brand. Abstract people ensure the brand is manageable with details and focus on significant aspects (Kramer, 2022). Feathering, hatching, and line work help show value and dynamic definition. Bold fonts help mirror the pop art style. The pop art style works for logo development because it is timeless and relevant, resonating with audiences across generations (Kerwin, 2024). Which, in turn, helps the brand expand its outreach to more target audiences.
30 Thumbnail Logo Sketches
Six out of the thirty logo designs were explored and improved. The deductions on the other logos were based on the logo's legibility at a smaller size. Deductions were also made based on the visual communication of the brand's logo. For example, some logos were deducted because of the need for messaging behind the configuration of the logos. Trying out new layouts and art styles and working with negative space to express different shape visuals.
30 Thumbnail Logo Sketches (Revisions)
6 Logo Refinement
Throughout the design process, color was not utilized. Allowing focus on the exploration of the shape. Moreover, create a compelling and legible logo in a single and full color. Visual themes like world, connection, and representation were considered when developing the exploration logos. Simple abstract graphics help improve the legibility of the logo design. The benefit of having an abstract logo design is that it will be recognized quickly or at a glance (Workerbee, 2018). A simple logo is beneficial because it becomes versatile in different media sources, is easily memorable, and is direct in visual messaging (Broworks, 2023). If the brand is recognizable and unforgettable, it will capture attention easily through the branding.
6 Logo Refinement (Revisions)
Color Exploration
A color evaluation was conducted after creating the final exploration designs for the stronger logos. Understanding how the brand color scheme would look on the logo design. The evaluation helped choose the most effective logo design for the brand. Studying different color locations on the logo and what elements to refine. The benefit of the brand is that there are many colors to choose from the brand color scheme. The final two possible logos for the brand are the three figures and the puzzle logo. The logos displayed the proper visual communication for the brand. The color was applied to the two final logo designs. The colors create characteristics to the design to express different forms. The development of the logo and color exploration is to understand which logos visually represent the brand—understanding what would appeal to the target audience and capture their attention, creating recognition.
Color Exploration
Final Logo Selections
The colored logo drafts were evaluated on visual communication. Exploring the strengths and weaknesses in the design choices or what can be improved. It is, moreover, signifying areas of the logo that need to be legible or a more effective wordmark. At the end of the evaluation, the most effective logo was the three caped figures with the word mark of the brand. The main change made is the yellow figure to green due to the lack of contrast between the yellow used for the brand and the background.
The logo is the strongest because the puzzle shape is associated more with the autism community (Crosman, 2024). The brand logo chosen has an outline design for the full-colored version and a colored wordmark. The single color has the middle figure colored in for differentiation from the other two figures. It creates a visual contrast to separate the negative space. The logo can be with or without the wordmark. Having a fun logo that has a visual personality and is recognizable is beneficial. The finalized logo for the brand is used to create character mascots and a repetitive pattern, and it is versatile overall in the assets created for the brand. It helps solve the client's problem because of the adaptable use of the logo for the brand. The target audience will see it in many brand elements that appeal to them and capture attention.
Final Logo (Single Colored)
Final Logo (Full Colored)
Asset Development
The brand's assets were chosen based on what appeals to the target audience the most. The assets created for the brand were an animated logo, letterhead package, social media package, hand-outs, swag, and a website. These assets help define the brand's marketing strategy to attract the target audience—especially a technology-efficient asset. Sketches were created for each asset to get ideas down for the design. After creating the sketches, a schedule was created to help organize all the created assets. This allows for effective design decisions to be made for each asset. The sketches explored at least three different designs for each of the assets. Creating different layouts, use of the brand's color, and using the brand logo.
 Website Sketches |  Social Media Sketches |  Hand Out Sketches |
|---|---|---|
 Letterhead Sketches |  Folder & Envelope Sketches |  Swag Sketches |
 Swag Sketches |  Business Card Sketches |
Apparel
The brand swag is apparel that appeals to the target audience the most—editing real-world models to create a mockup design of a shirt. It helps the viewers understand what the apparel may look like on themselves. There were two shirts designed based on the sketches created. One t-shirt has the brand logo and printed cape. The capes on the shirt come in various colors to appeal to the set person.
The second shirt utilizes the repeated color pattern of the brand's logo, with the sleeves and neckline with the logo colors. An image of a jacket was edited to create a mockup of one of the designs. The sleeves are colored blue and green, with a halftone pattern. The pocket and hoodie are colored as well. The brand logo is placed on the front of the jacket. The repeated pattern was also utilized on the bucket hat, tote bag, and water bottle swag. A phone grip and sticker were also created as swag.
 Activity Event Post |  Instagram Profile |  Online Event Post |
|---|---|---|
 Public Event Post |  Twitter Profile |  Facebook Post |
For the social media mockup, a profile picture and banner were created, along with images that the brand will post that utilize the brand's voice and tone and relay information about events. Profile pages were edited to match the look and feel of the brand for a social media mockup, gaining an understanding of how the brand will look on the different platforms, whether it is a banner or a post.
Social Media
Letterhead
The letterhead utilizes the brand's colors but leaves room for body copies to be applied. The main revisions made are applying a proper location for the sender and received information on the envelope and letterhead and adjusting the shapes and space to allow the information to be legible.
What makes assets like social media, websites, and other digital assets effective is that teens prefer to share and receive content that is delivered in real-time (How to Market to Teens? Strategies & Demographics, 2019). Hence, creating a brand, a social media personality, and a website is essential. A website provides an online location for the target audience to interact with the functions Interconnecteen has to offer. Having a singular location for all the needs, like receiving information, buying merchandise, or talking with other teenagers. Social media helps outreach to other teenagers who spend their time on the platforms.
The main revisions were made from the sketches using the business card and letterhead package. Then, the choices were made regarding what swag designs to create. The business card and letterhead explored different halftone dot patterns that reflected the look and feel of the brand—at the same time, appearing manageable for the sake of filling space. The negative space became important for information that needed to be filled in for technical purposes. Finalizing the designs was based on feedback on what asset effectively communicates the brand—getting another perspective on whether the assets created reflect the brand.
The benefit of utilizing a created pattern of the brand's logo is that it creates recognition. Patterns can draw attention and create a focal point for an outfit (Paulina, 2024). The repeated pattern is bold and draws attention. When customers wear the swag provided by the brand, it creates awareness. Advertising the brand to other places out in print rather than online. Using a uniform for a brand also helps the members affiliate with one another and create stronger connections. They visually represent belonging and unity as a part of a larger team (Pelletier, 2023). Swag can reflect the brand's theme and connect with the target audience (10 Inspiring Design Ideas for your swag, 2022). The consistent use of the brand's look and feel on the apparel will create brand recognition. Allowing those who see others wearing the swag to interact with the brand's services increases outreach to the target audience.
Overall, the purpose of the assets is to visually communicate the brand so that an effective outreach can be met. The brand's assets will attract more of the target audience to be interested in what it has to offer, thereby presenting the brand's values and benefits.
References
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