This segment of the brand plan focuses on how we can bring the brand personality and positioning to life visually. We’ll define our personality facets and develop a visual language to support those characteristics. Remember that your brand is
audience-centered. You are not the star, your audience is. So put yourself in their shoes- how do the colors and mood make you feel? This section will develop cues for typography, color, photography, and secondary visual assets.
THE VISUAL PERSONALITY: A SEASONAL FRAMEWORK
Your brand season defines your visual personality. Think of this as your brand’s ‘wardrobe’. The style of the brand visual will help let the audience know more about the brand- is it a leather jacket or a classic trench coat? We’ll build a visual arsenal with several facets to build a robust personality that instantly connects with your target market. Before we dig into the visual, let’s distill the brand to 3-4 core values or personality traits we want to evoke in the styling.
the Personality
A SEASONAL FRAMEWORK
Your brand season defines your visual personality. Think of this as your brand’s ‘wardrobe’. The style of the brand visual will help let the audience know more about the brand- is it a leather jacket or a classic trench coat? We’ll build a visual arsenal with several facets to build a robust personality that instantly connects with your target market. Before we dig into the visual, let’s distill the brand to 3-4 core values or personality traits we want to evoke in the styling.
BRAND PERSONALITY
Bella Vista is a summer brand personality. It’s elegant, refines, luxury, and timeless. It feels intelligent, balanced, and abundant.
By utilizing this personality, we can create visual ques that help the audience identify the brand as trustworthy, aspirational, and rooted in harmonious beauty.
The winter positioning is high-end and timeless. Summer Brands with a Similar Audience:
essential Brand Traits
WELCOMING
A base of soft whites and muted colors feel approachable and easylike a summer breeze. By keeping the fonts lighter in weight they feel airy and openlike a warm welcome with plenty of white space to get cozy. A sanssefir seconday header lends a bit of a casual, or unfussy, trait. This is essential for summer brands. When not considered, summer brands rist falling towards ungrounded or out-of-touch.
CALM
Vibrant green helps to ground and provide balance to the summer palette. We will also favor balanced layouts over creative and unexpected organization. The font selections for the brand bring a balance of ideas - serif and sens-serif, classic and modern, decorative, and clear.
The primary brand colors are all in the same tone so even though they are different colors, there’s a sense of sameness that makes it easy on the eye. This harmony within the palette allows the visuals to be both colorful and understated at the same time.
The balanced element will also support the feeling of calm within the brand. Easy to navigate layouts and designs give ample white space that feels like a breath of fresh air.
VISUAL EXPLORATION: CREATIVE DIRECTION
The brand moodboard is a collection of ideas that help to express the creative direction of the brand moving forward. The colors, fonts, and images are all facets of the visual strategy we are building. The goal is to achieve the right ‘mood’ for your visual so that it easily connects (and attracts!) your audience. Remember to keep your audience as the center of your brand, not yourself. How does the mood board feel- what emotions are triggered? These should all feel in alignment with our overall strategy.
Not sure how the creative direction comes to life? Be sure to check the notes on the following page.
creative Direction
BRAND RATIONALE
The brand rationale provides a closer look at the concepts presented in the mood board. Think of it as a detailed view of how we are achieving the brand’s personality through visuals. From fonts to images and packaging, the rationale helps explain why we have selected each design element as part of your brand’s visual standards. Use this to help you imagine how these concepts will come to life across various areas to create a robust, multifaceted personality.
TYPOGRAPHY
Top headers are a classic editorial serif. It’s high-fashion and elegant. This is paired with a mid-weight sans serif that is readable, approachable, and grounded. We will bring in a twist with a version of a classic script. - It’s beautiful, but you’ll notice there’s a unique design to the weight of the script up-close.
PATTERN AND TEXTURE
European stripes, elegant stone textures, and patterns that feel at at home on powder room walls.
SHAPE
Where there’s an option to add a scalloped edge or rounded corner, we will use these elements to heighten the highend feeling. By utilizing these shapes, we can create unique designs for tablescapes, thank you cards, and other branded materials.
COLOR
Clear colors - blue, rosy mauve, and linen tones feel like the epitome of summer’s hazy heat. Paired with vibrant english green , there is a sense of energy and abundance. Warmth is brought in through warm wood tones and natural cream colors.
