Boring Brands Process Book by lizzy.arnold

boring companies Re-branding the Boring, Tired & Uncool

Process Book | Visc 204 | Lizzy Arnold | Fall 2020

project summary: Many times as a practicing designer projects are assigned to you that aren’t as inherently fun or cool as things like a food truck or brewery. Designers often say that these projects only pay the bills or are “boring”. They are really neither of these things and are instead unique challenges with a different set of rules. For this assignment you will be assigned to rebrand a “boring” company and give it a new unique brand that turns on its head the ideas associated with that industry. The company I was assigned: Beaver Timber wood reclamation

Process 10 / 29 / 20

mind map

Lizzy Arnold

your construction process) certification in construction projects.

Oct. 29 2020 -

History:

selling Reclaimed, Recycled and Rescued wood for all sorts of projects from tables to

incorporating it into new projects + giving it a second life. Making something that is

Timber does what they do is because they care about the environment + causing as

celebrating this than by using historical reclaimed wood.

natural roots of using reclaimed wood, working to be much like the resourceful + hard

working forest creatures they named their company on.

encourages slow growth. Old-growth trees are typically stronger and larger

Taglines:

Keeping our environment clean while making yours charming

Beaver timber works hard to make your home sustainable + unique

than others because they took decades and sometimes centuries to mature. -

you buy reclaimed wood, you can be sure each and every piece is 100 percent original and isn’t mass produced like other modern wood products.

What even is reclaimed wood?

Reclaimed lumber is milled wood that has been recovered from its initial installation for reuse in a new application. To date, reclaimed lumber has been

● Reclaimed wood is typically recovered from building deconstruction projects.

recovered most frequently from buildings such as old barns, factories, and

Since its development in the 1980s, the reclaimed wood industry typically

warehouses. Increasingly, old wood is also being recovered from smaller

focused on old barns as a source of the material.

structures such as old houses, boxcars, wood packaging, and pallets.

● There is a real charm to this type of wood because it contains a lot of history.

Benefits of Reclaimed Lumber

Reclaimed wood provides whispers and echoes of the past and looks beautifully

Reduces consumption of new timber, and as such results in less disturbance to

aged and unique. Reclaimed wood is popularly used in homes and businesses

forest ecosystems. -

throughout the country.

It helps to reduce landfill waste.

Reclaimed lumber has a lower carbon footprint than new lumber production.

Commercial reclaimed lumber recovery generates more jobs than grinding or landfilling old wood.

Nowadays, so many items we buy are mass produced. If you want to find something original for your home, it’s going to cost the earth. However, when

General research:

The more slowly a tree grows, the denser the fiber becomes. Every species of tree becomes mature at a different age as well.

You Can’t Buy Old-Growth Wood Anymore… The term “old-growth” refers to trees that have naturally reached their full maturity within an environment that

By using reclaimed wood, you’re keeping your link to the past alive as you look toward the future. So, if you’re passionate about history, there’s no better way of

little disturbance to forest ecosystems as possible. They set out to emphasize the

Giving your home echoes of the past while saving the planets future

The cumulative energy used to make virgin lumber in comparison to the reclaimed variety was found to be about 11 to 13 times more.

original + unique to your home is the goal of Beaver Timber. The main reason Beaver

Adding nature's unique touch to your home

It can often be of better quality than new material

hardwood floors. They have a passion for continuing the history of old lumber by

Reclaimed wood has an element of romance and nostalgia associated with incorporating “wood with a story."

Beaver timber is a family owned company in Lawrence, KS that specializes in

Reclaimed lumber gains points toward LEED ( a certification process aimed at rewarding sustainable and environmentally friendly decisions that are part of

VISC 204

history, taglines, research visual audits, & word lists

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visual audit

Word list -

Wood

Rustic

Green

Unique

Forest

Trunk

Branches

Home

Family

Beavers

Dams

Nature

Sustainable

Knots

Charming

History

Ecosystem

Old

Chop

Lodges

Home

Furniture

Comfort

Clean

Clear conscience

Sources:

Hard work

https://www.thebalancesmb.com/introduction-to-reclaimed-lumber-2877753

one-of-a kind

https://superior-hardwoods.com/top-10-reasons-to-choose-reclaimed-wood/

Lifecycle

https://www.thebalancesmb.com/reclaimed-wood-business-2878148

Repurposing

… barf emoji

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concept 1: cottage core/soft/natural

This is based on the feelings of nature immersion: including the sounds, smells, tastes, & feelings of the forest. This really pulls in close on the natural focus & connection Beaver Timber has to the environment as a company.

moodboards round 1

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concept 2: cabin morning/sunrise/grain

This concept is pulled from the ideas of comfort & why having a natural wood environment is comforting & homey. This is a very emotional appeal & looks to draw in customers who value cozy living.

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concept 3: national park/take a hike!

The National Park look would build on the already established nature of dynamic nature-inspired design found in the parks. This is a more adventurous look that feels more action oriented & one with nature in the way of movement & travel.

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concept 1: cottage core/natural/escapism

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moodboards round 2

concept 3: national park/take a hike!

The National Park look builds on the already established nature of dynamic natureinspired design found in the parks. This is a more adventurous look that feels more action oriented & immersive into nature in the way of movement & travel.

Process 11 / 5 / 20

concept 2: cabin morning/family/grain

This concept is pulled from the ideas of comfort & why having a natural wood environment is comforting & homey. This is a very emotional appeal & looks to draw in customers who value cozy living with ties to family love and memories.

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concept 4: deconstruction/reconstruction/parts make up the whole This concept is pulled from the ideas of comfort & why having a natural wood environment is comforting & homey. This is a very emotional appeal & looks to draw in customers who value cozy living.

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100 sketches

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Beaver Beaver Timber Timber

Beaver Timber

Beaver Timber Beaver Timber beaver

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illustrator concepts

timber

TIMBER CO. TIMBER CO.

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top 3 illustrator concepts

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BEAVER TIMBER brand concepts

Lizzy Arnold | VISCOM 204 | Boring Brands Process 11 / 17/ 20

concept presentations in class

CONCEPT ONE The brand identity is based on the feelings of nature immersion: including the sounds, smells, tastes, & overall love of the forest. It pulls in close to natural focus & connection Beaver Timber has to the environment as a company. Beaver Timber creates a magical experience every time you bring a unique piece of nature into your home.

bringing the outdoors in HWT Artz regular

Beaver Timber takes great pride in adding nature’s unique touch to your home. Avenir Book

MOCK-UPS

CONCEPT TWO This National Park inspired look builds on the already established aesthetic of the dynamic + nature-inspired design found in the parks. This is a more adventurous look that feels more action oriented & immersive into nature in the way of movement & travel.

image based 32

type based 33

Causing as little disturbance to forest ecosystems as possible since 1989.

MOCK-UPS

CONCEPT THREE Creating a project from reclaimed wood requires a lot of pieces to come together in order for everything to work harmoniously. There is a lot of pieces lost in the process as well; taken off very meticulously & intentionally. This concept is inspired by the wood shavings that cover a workspace after a project, symbolizing a job well done.

Concave Tuscan regular 40

Pairs well with Helvetica Regular

MOCK-UPS

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ts refined brand concep

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more applications/exploration

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VER TIMBE A E

IMED WO

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JOHN DOE MANAGER OF SALES

(913) 831 2518

3133 Merriam Lane Kansas City, Kansas 66106

JOHN DOE

MANAGER OF SALES

(913) 831 2518

MANAGER OF SALES

3133 Merriam Lane Kansas City, Kansas 66106

(913) 831 2518

VER TIMBE EA

3133 Merriam Lane Kansas City, Kansas 66106

IM ED WO

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VER TIMBE EA

IM ED W

refined brand logo & applications

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VER TIMBE EA

IM ED W

JOHN DOE MANAGER OF SALES

(913) 831 2518

3133 Merriam Lane Kansas City, Kansas 66106

JOHN DOE

MANAGER OF SALES

(913) 831 2518

MANAGER OF SALES

3133 Merriam Lane Kansas City, Kansas 66106

(913) 831 2518

VER TIMBE EA

3133 Merriam Lane Kansas City, Kansas 66106

IM ED WO

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finals