Client
TRU RED
Project Date
2020
Branding
With the launch of TRU RED and its new products, we were assigned to develop the brand look. The agency was divided into groups of three, a designer, a copyrighter, and the project manager. After countless hours of work and drinking a bit too much coffee, out of the three options presented to the stakeholders, they chose my design.
Starting the creative engine
We first pulled in a bunch of swipes and, as a team, discussed the message, the voice, product placement, and overall the potential look and feel.
We were assigned in groups of three, a designer, a copywriter and a project manager. Our first task was to pull as much swipe as possible and start coming up with ideas. All ideas were welcomed, we wanted to see how far could we go.
Concepting ideas
Each creative group created their concepts to put on blackboard and present to the agency. We went through each one giving and receiving feedback; we also had to sell the idea.
The first week was for pulling swipes and brainstorming ideas – each team started working on their concepts to then present it with the rest of us. We show them on the blackboard you see below and gave feedback. You also as the designer and copywriter had to sell the concept.
Choosing the winner
After weeks of hard work, my design got chosen as the final candidate. These were all the concepts my team and I came up with, starting from the top left and ending with the three bottom in the middle.
After a couple of weeks of revisions and countless hours, we picked a favorite. In my favor, it was the design I worked on. We started having more copy options, we had to make sure we could build a brand voice that could translate to other products, not only pens.
Final design
Once we established the new brand, message, and voice – we started developing all the creative assets that would go on stores, billboards, banners, websites, ads, and everything that would drive people to the new landing page.
These were the final ones selected. Once we established the brand look, feel and voice – we started developing all the creative assets that would go on on stores, billboards, banners, websites, ads and everything that would drive people to the new landing page.
