Revisit the brand identity of existing brand. Branding I 3 Months Refresh the brand identity system considering target audience, company manifesto, and brand style guide.
Methods Market research, user interview, brand research, and business model.
Revise the visual identity system considering target audience, company manifesto, and consistency.
Goal Enhance communication with the audience and provide the business with a fresh opportunity to expand its brand awareness.
Overview
Parallel Labs, previously called Edge Innovations, is getting a spotlight with consumers like never before. Edge Innovations was originally a technology company which built animatronics perform tasks for films, amusement parks, and resorts. It operated more like a freelance company that would work for bigger corporations and upon request. However, by building an animatronic dolphin; created an alternative to the real life animal that were being sacrificed for the human entertainment industry.
The Story Parallel Labs, previously called Edge Innovations, is getting a spotlight with consumers like never before. Edge Innovations was originally a technology company which built animatronics used to perform tasks for films, amusement parks, and resorts. It operated more like a freelance company that would work for bigger corporations and upon request. However, by building an animatronic dolphin, they created an alternative to the real life animal that were being sacrificed for the human entertainment industry. Edge Innovations introduced new entertaining interactive experiences between humans and animals or imaginary creatures without the need for confinement or harm to living species. Audiences also appreciated that they create and share previously impossible experiences with animals in a cruelty-free environment. Now, they need a new name and identity system to match their new manifesto.
Process
Research and branding Background research of the original brand "Edge Innovations". Conducted branding process based on their goals, products, and target audience.
Logo and Icon Parallel Labs' logo is a wordmark featuring parallel shapes incorporated into the letter A's in "parallel" and "Labs." It utilizes Object Sans for the typography, which embodies Swiss neo-grotesque and geometric elements, effectively conveying a sense of the sleek, minimalistic technology company aesthetic.
Color palette Combining greens and blues that can find from nature, eco-friendly colors that can emphasis ethical characteristics of the Parallel Labs.
Stationery design Stationery design for official, promotional company letters, and business cards.
Poster design Depicts logo, direct, simple, and clear to delivery of the message.
Website design Incorporating the consistent logo shape usage. Give users an opportunities to learn about the company and the thoughtful project animatronic dolphin Delle.
Social Media A social media, Instagram post that highlights the unique characteristics of Dell, the animatronic dolphin, and showcases captivating advertisements promoting the company.
Other deliverables Different applications for exhibition interiors, souvenir, campaign, and products.
Overview
My first comprehensive branding project, Parallel Labs taught me important basic skills as graphic designer. The process helped me to setting up the project plans, conducting background research, gathering essential information, and translating it into a brand matrix. Experience of crafting a consistent brand identity system and applying it to various deliverables and products for the client.
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