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Brand Proposal for Apriel Biggs
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Table of Contents Scope of Work............................................................ 5 Option 1....................................................................... 6 Look of Success 1...................................................... 7 Option 2....................................................................... 8 Look of Success 2...................................................... 9 Option 3....................................................................... 10 Look of Success 3...................................................... 11 Contact......................................................................... 12
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Scope of Work Apriel Biggs is the founder of Up Close and Personal, which is a journey targeted to women 23-45 years of age. She is looking for a complete brand system. Apriel is a spiritual and happy woman who likes the colors purple, gold, turquoise, and different shades of pink. I incorporated the pink and turquoise into almost every design. The goal of Up Close and Personal is to “dig deep to learn why we play small and how we can step up and show up how we want”. Apriel wanted some symbolism to show a journey or a path. I created a Plumeria flower, swirls, and a butterfly wing. I contacted Apriel to see if she wanted a letterhead created around an email address but she has yet to create one, so I designed without that aspect of the space specifically for an email address. In these designs I simply said the title is “Up Close and Personal” with the subtitle “with Apriel Biggs” because she does not have a title for herself yet; “...it’s “Up Close and Personal” with a subtitle of whatever we decide to call me.”
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Option 1 Up Close and with Personal Apriel Biggs Up Close and with Personal Apriel Biggs
Up Close and with Personal Apriel Biggs
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Option 1 consists of the Plumeria flower which means “springtime, and new beginnings�. I chose the waved stroke to add more design into the logo. I felt the words next to the flower would feel too long and it needed something to connect it all. The font on the top design is Caudex. The font on the bottom design in Sofia. I could not decide on a script or sans serif font for this design; both fit well. I incorporated the light pink and turquoise per the clients descriptions of her favorite colors.
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Option 2
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Option 2 consists of four different fonts and swirls coming out of the scripted font. The fonts I chose for this design are Spin Cycle, Antonio, Allura, and Cicle. I showed type hierarchy with the text and used the fonts to explain each word. I incorporated the pink and turquoise per the clients descriptions of her favorite colors. The pink I chose is darker than the previous pink. I chose swirls to represent a vine climbing up; like a morning glory plant. Flowers and vines make me think of spring and spring brings me to a fresh start. Up Close and Personal is a journey on finding yourself and I feel springtime shows that.
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Option 3
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Option 3 consists of a butterly wing and a simple font. The font I chose for this design is Luxi Serif. I incorporated the pink per the clients descriptions of her favorite color. The darker pink is the same as the previous design. The butterfly wing represents growth. Through this journey I feel it will help women grow as individuals. The “&� in the middle is larger than the rest of the text because the top of it finishes the heart on the left of the butterfly wing.
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Cecilia Gomez | 708.465.2300 | kmhs_cgomez@outlook.com