Crown Works Tree Services Design Boards

Crown Works Tree Services - Branding

Callum O’Reilly

N WOR W KS RO C

EE

E C VI

S

T

R

SER

OUGD603

Brief

Create a brand identity and collateral design for a newly formed tree service company, which will be operating on a local scale within Birmingham, and surrounding suburbs.

The audience is both professional and public, therefore the design should be suitable for both b2b and b2c clients. The design must stand out against the competition, as the industry in the area is very saturated. The design must be representative of the work but take into consideration the type of consumer who would be interested in this service, and the other products they also buy into. Must be relevant to the type of consumers lifestyle, in terms of making the service something the consumer is happy to spread the word of, (up market, neutral, classy). Must be simplistic, have a timeless feel.

A high-end arborist branding solution for a start-up company based in an affluent suburb of Birmingham. Colour and type considerations brought together to be able to produce a branding identity that stands out from competitors, and offers a point of visual difference referring to the quality service that is provided.

Callum O’Reilly

Crown Works Tree Services - Branding

OUGD603

Research

Research of this brief began with looking at similar companies within the local area, through evaluation of the competitors it was easy to be able to identify the point of difference in which the new branding identity of the start-up could set. Not one company offered an element of elegance and sophistication through design or take into consideration high level of brand consistency. Research was completed into competitor websites to be able to understand the way in which the industry professionals who are already out there present their business, and in doing so entice new business. This then led to further education based around the gaps within the market of the local community in which the new business is going to be set. Visual identities are associated with the industry of arborists was investigated into, obvious imagery such as trees themselves been used across a platter of branding solutions, in order to be different investigations were done into the links between the visuals associated with the name ‘Crown works tree services’ itself and the way in which manipulation of imagery between the name and the business could be made.

Colour theory investigation allowed for the exclusion of obvious choices, such as green, and highlighted the emphasis of the use of the end accent colour orange, representing brand values and ethos withheld by the business owners, such as creativity and determination.

Complemented by further research into the decor trends, due to the highly domestic nature of the business, the use of grey associates with the desired aesthetic of the target audience’s other physical aspects in their homes. Investigation led to the ability to offer contemporary modern branding solution, which contrasts against obvious decisions and competitors visual language.

Callum O’Reilly

Crown Works Tree Services - Branding

OUGD603

Initial Ideas

Initial ideas began with sketches of concepts based on the research outcomes, taking into consideration competitive visual language and also the visuals associated with both the industry and the business itself. Sketches are made into visual digital developments and simplify down into various options to be presented to the client for further development.

Investigations into competitors’ websites and promotional materials allowed for initial idea stages to also take into consideration the visual structure of such promotional material in order to gain an understanding of any similarities and any gaps within design which could be picked up on to be able to enhance the way the industry is seen through promotional material.

Initial ideas allow for refinement of illustration, influenced through research with the client into the popular trees that are dealt with on a daily basis within the local area. Something which the clientele will be visually aware of when seeing the leaves themselves, due to be an owner of property with that particular type of landscaping, allowing for an obvious display of understanding from the arborists instantly upon visual engagement with the company itself.

Initial ideas leading to the creation of a more rounded simplified logo which is more representative of the visual athletics of the Crown itself, made from leaves of the most popular trees within the area of the consumer.

Thus allowing for a mix between the visuals of both the name and the industry itself to give direct representation of the method of work.

Callum O’Reilly

Crown Works Tree Services - Branding

OUGD603

Development/Design

A finalise design representing a 3-D simplified smooth crown comprise the logo, mixed with a simple humanistic typeface fixing around clarity offering a concise visual method of depicting the brand and its line of work within the initial impression.

Design stages of the development of a multitude of outcomes. Including the initial Photoshoot art directed in a particular way to be able to pull highlights of the accent colour of orange through the photos you outcomes, to be able to be used as collateral design throughout the rest of the brand and promotional materials.

Uniforms were designed to be able to represent the branding in the best light with a high contrast and key focus the brand colours in order to keep consistency throughout every visual aspect of the brand, retaining the highest level of professionalism.

The final accent colour was selected and used throughout the branding process in every aspect of the visual outcomes. Allowing the brand to have a unique tone of voice visually amongst its competitors in the industry itself.

Business collateral such as flyers for promotion as well as business cards were created in the style set for the business.

A website was created and designed through a process taking into consideration user experience and imagery perception to be able to represent the brand of the most professional flight and showcase the work itself as well as the services which can be provided.

A van wrap was designed ready for production in order to represent the branding and the brand identity in the best way, featuring all the colours selected for the brand visual, and depicting selective elements such as the logo mark isolated in particular areas to ensure high visibility of the brand at all times.

Callum O’Reilly

Crown Works Tree Services - Branding

OUGD603

Application/Production

Due to the scale and the size of the application process of the branding itself, being a live and current brief, the production and application of the branding was mainly done externally.

Printing of business cards and flyers was done externally due to the sheer size of the orders, thousands of each were ordered in order to ensure accuracy and consistency throughout the promotional materials in order to further ensure brand accuracy of visual representation.

Branding and visual identity was applied to the web design which was further developed from the initial ideas and development stages being informed from research offering a visual point of difference in higher sense of visual clarity than competitors. Instantly offering a higher level of professionalism for the audience when viewing the site in comparison to others, that officially reaffirmed through the use of specific and unique photography highlighting accent colours of the branding itself. Branding was embroidered into uniform in order to stop wearing tear and often the longest lasting possible outcome due to the nature of the work.

A van wrap was produced and applied to the van within a short turnaround time to ensure that the branding was evident as on street advertising during each step of the rest of the branding campaign creation.

Callum O’Reilly

Crown Works Tree Services - Branding

OUGD603

Evaluation

I believe that the brief was overall success in terms of creating a brand identity and classical design for a new phone company, representative of both the business and the work ethic was taking into consideration the audience needs for the area in which the business operates. The branding itself was considered in retrospect to the competitors within the local area, offering a good visual point of difference for the brand themselves to be able to compete and gain notoriety in a memorable simplistic and minimal way. This is done through the use of imagery relating to the specialism and the name of the business itself, giving a direct objection of the business and also a subliminal depiction of the business operations. Colour scheme was taken into consideration once again to add a point are different against competitors within the local area, making the brand stand out from existing competitors. Colour theory was taken into consideration torso represent the ethos and values of the brand.

A large number of deliverables were required, all of which were delivered to a high standard.

Deliverables were created through the use of the next application of branding, and the use of specific unique photography, the art direction of which led by myself in order to create an overall visual coherence with the rest of the brand identity. all outcomes were considered in terms of what audience they would be going out to and therefore had visual adjustments to be most appropriate while staying relevant to the visual identity of the brand itself.