HEDGEROW / BRANDING by speardesigngroup

Brand Identity Process

. Brand personality, style, tone & attitude . Brand positioning compared to other brands . Brand awareness, positives & negatives . Brand image, how your audience views you . Marketing objectives & challenges

RESEARCH & ANALYSIS

DESIGN STRATEGY

. Kick-off meeting . Review name meaning and history . Evaluate current assets . Determine unique brand values . Target audience profiles . Key brand benefits, product offerings . Research top 3 closets competitors

. Primary color palette . Corporate font selection . Logo applications . Logo size & freespace . Application to a real-world examples

. Further refinement of specific elements . Showing color applied to each . Logo lockup with full name . Logo lockup with tag line

CREATIVE DEVELOPMENT

. Explore shape, concept and style . Typographic pairing . Designs that combine the best aesthetics . Easily identifiable and recognizable . Present 3 logo directions

BRAND IDENTITY

BRAND GUIDELINES

. Further refinement of specific elements . Logo 1, 2 and full color versions . Lockups with full name, tag line . Master logo files for pront & digital

LAUNCH PROGRAM

. Roll out . New brand identity . Website launch . Marketing Brochure . Social Media Assets . E-Vite / E-Blast . Advertising . Signage

Research PHASE 1: Research & Analysis Top 3 Competitors & Brands We Love

PHASE 1: Research & Analysis

Top Competitors:

Logos We Love:

PHASE 1: Research & Analysis

Whatâ&#x20AC;&#x2122;s in a name...

PHASE 1: Research & Analysis

Hedgerow:

- A row of shrubs or trees enclosing or separating estates to create privacy - Exclusive off-market listings - South of the highway

PHASE 1: Research & Analysis

Target Audience:

- High-profile net-worth clients - A list celebrities and influencers - Very affluent and aspirational - Who want to enjoy the Hamptons lifestyle - First and foremost theyâ&#x20AC;&#x2122;re looking for privacy - Access to exclusive properties

Strategy PHASE 2: Brand Strategy Brand Image & Creative Brief

PHASE 2: Brand Strategy

Brand Image:

- Hedgerow is the new generation of real estate - Combination of old-school and new-school - Ahead of the curve in terms of marketing - Fresh and sophisticated - Cutting edge, outside the box - Timeless and iconic

PHASE 2: Brand Strategy

Creative Brief:

- Personal approach to Real Estate - Branding needs to be â&#x20AC;&#x153;cleanâ&#x20AC;? - Look and feel exclusive and understated - In sync with affluent target audience - Strong brand name recognition

PHASE 2: Brand Strategy

Before we dig into the work letâ&#x20AC;&#x2122;s take a step back and review...

HEDGEROW

OFF MARKET

PRIVATE

INNOVATIVE

TIMELESS

FRIENDLY

EXCLUSIVE

GREAT SERVICE

UNDER STATED

INTEGRITY

CUTTING EDGE

CURRENT

AUTHE NTIC

SIMPLE

WOR D OF MOUTH

HIGH-END

GROUNDED

MEMORABLE

CONFIDENT

SERVICE

HONOR

ORIGINAL

MODERN

ICONIC

Concept A PHASE 3: Logo Exploration

CONCEPT A: Angular lower case letter “h” / Clean and Simple

CONCEPT A: Two come together to form an upper case â&#x20AC;&#x153;Hâ&#x20AC;? Represents two partners / Stronger together

CONCEPT A: Add vertical lines to define the “H” / Architectural

CONCEPT A: Typeface is very elegant

H E D G E ROW

CONCEPT A: Final Logo

H E D G E ROW

CONCEPT A: Final Logo

H E D G E ROW

CONCEPT A: Launch

H E D G E ROW

CONCEPT A: Launch

H E D G E ROW

CONCEPT A: Signage

CONCEPT A: Business Card

CONCEPT A: Lead Visual / Ripples on the ocean / Ethereal

CONCEPT A: Brochure Cover

S U M M E R 2 02 0

H E D G E ROW

Concept B PHASE 3: Logo Design Exploration

CONCEPT B: Capital letter “H” outlined

CONCEPT B: Two sets of brackets / Outside brackets surround the inside brackets

CONCEPT B: Represents a row of hedges / Exclusive

CONCEPT B: Turned 45 degrees / More dynamic

CONCEPT B: Classic Font

HEDGEROW

CONCEPT B: Final Logo

HEDGEROW

CONCEPT B: Final Logo

HEDGEROW

CONCEPT B: Launch

HEDGEROW

CONCEPT B: Launch

HEDGEROW

CONCEPT C: Signage

CONCEPT B: Business Card

CONCEPT C: Lead Visual / Weathered coastline

CONCEPT B: Brochure Cover

SUMMER 2020

HEDGEROW

Concept C PHASE 3: Logo Design Exploration

CONCEPT C: Simplified letter forms

CONCEPT C: Two “r’s” form letter “H” in the negative space

CONCEPT C: Typeface is very modern

HEDGEROW

CONCEPT C: Final Logo

HEDGEROW

CONCEPT C: Final Logo

HEDGEROW

CONCEPT C: Launch

HEDGEROW

CONCEPT C: Launch

HEDGEROW

CONCEPT C: Signage

CONCEPT C: Step and repeat pattern

CONCEPT C: Business Card

CONCEPT C: Lead Visual / Private Beach / Serene

CONCEPT C: Brochure Cover

SUMMER 2020

HEDGEROW

Overview PHASE 3: Logo Design Exploration

OVERVIEW: Logo Concepts

A B C

OVERVIEW: Business Cards

A B C

OVERVIEW: Brochure Covers

S U M M E R 2 02 0

SUMMER 2020

H E D G E ROW

HEDGEROW

Concept A PHASE 4: Creative Develpment

CONCEPT A: Two lowercase “h” come together to form an uppercase “H”

CONCEPT A: Add vertical lines to define the “H” / Architectural

FEEDBACK: Simplier but not unique enough?

CONCEPT A: Add horizontal lines to define the â&#x20AC;&#x153;Hâ&#x20AC;? / Much stronger Represents two partners coming together

CONCEPT A: Logo Exploration

FEEDBACK: Love it!

H E D G E ROW

CONCEPT CONCEPT A: A: Final Final Logo Logo Vertical

H E D G E ROW

CONCEPT A: Final Logo Vertical

H E D G E ROW

CONCEPT A: Final Logo Horizontal

E D G E ROW

CONCEPT A: Final Logo Horizontal

E D G E ROW

CONCEPT A: Launch

H E D G E ROW

CONCEPT A: Launch

H E D G E ROW

CONCEPT A: Signage

CONCEPT A: Business Card

CONCEPT A: Brochure Cover / Lead Visual / Private Beach / Serene

S U M M E R 2 02 0

H E D G E ROW

CONCEPT A: Brochure Cover

S U M M E R 2 02 0

H E D G E ROW

CONCEPT A: Brochure Cover

S U M M E R 2 02 0

H E D G E ROW

CONCEPT A: Brochure Cover

S U M M E R 2 02 0

H E D G E ROW

OVERVIEW: Brochure Covers

S U M M E R 2 02 0

H E D G E ROW

CONCEPT A: Launch

HE DG ER OW

CONCEPT C: Surfboard

H E D G E ROW

Hedgerow PHASE 5: Brand Identity

FONT: Bolder

H E D G E ROW H E D G E ROW

FONT: Bolder / Same width “X” / Same height “Y”

Y Y Y Y

H E D G E ROW x

FONT: Bolder

H E D G E ROW

FONT: Bolder / Same width “X” / Same height “Y”

E D G E ROW

FONT: Bolder

E D G E ROW

FONT: Bolder

H E D G E R OW

FONT: Bolder

ABCDEF GHIJKL MNOPQ R ST U W XY X

LOGO: Thinner

LOGO: Thinner / Same width “X” / Same height “Y”

Y Y Y Y

H E D G E ROW x

LOGO: Thinner

LOGO: Thinner / Same width “X” / Same height “Y”

Y x

x x x x x x x x

LOGO: Thinner

FONT: Regular

ABCDEF GHIJKL MNOPQ R ST U W XY X

OVERVIEW: Font Bolder / Logo Thinner

Hedgerow PHASE 6: Color Palette

COLOR: Psychology / Meaning

Red

Orange

Yellow

Green

Blue

Excitement Strength Passion Energy Danger

Confidence Success Bravery Sociability Optimism

Creativity Happiness Warmth Cheer Energy

Nature Healing Freshness Quality Growth

Trust Peace Loyalty Competence Serenity

Pink

Purple

Brown

Black

White

Compassion Sincerity Love Sweet Imagination

Royalty Luxury Spirituality Ambition Wisdom

Dependable Rugged Trustworthy Simple Comfort

Formality Wealth Sophistication Security Power

Purity Simplicity Innocence Honest Balance

COLOR: Research & Analysis

COLOR: Inspiration / Vintage Mercedes

COLOR: Cashmere / Slate Grey / Off-White / Blue Stone / Gunmetal

COLOR: Blue Stone Logo / Cashmere Background

COLOR: Black Logo / Slate Grey Background

COLOR: Slate Grey Logo / Off-White Background

COLOR: Off-White Logo / Blue Stone Background

COLOR: Off-White Logo / Gunmetal Background

COLOR: Slate Grey Logo / Black Background

PRIMARY COLOR: Bluestone

Bluestone

SECONDARY COLORS: Slate Grey / Off White / Cashmere / Gunmetal

Slate Grey

Off White

Cashmere

Gunmetal

Pantone 7667 C

Pantone 7543 C

Pantone Cool Grey 1C

Pantone 406 C

Pantone Cool Grey 10C

CMYK 32 / 21 / 00 / 56

CMYK 10 / 05 / 00 / 33

CMYK 01 / 00 / 00 / 07

CMYK 00 / 03 / 03 / 20

CMYK 00 / 00 / 05 / 76

RGB 76 / 89 / 112

RGB 154 / 162 / 171

RGB 235 / 237 / 237

RGB 204 / 198 / 198

RGB 61 / 61 / 58

HEX #4C5970

HEX #9AA2AB

HEX #EBEDED

HEX #CCC6C6

HEX #3D3D3A

LOGO: Horizontal Lockup / Bluestone and Slate Grey / Off White background

R E A L

E S TAT E

E X C L U S I V E

P R O P E R T I E S

LOGO: Horizontal Lockup / Off-White and Slate Grey / Bluestone background

R E A L

E S TAT E

E X C L U S I V E

P R O P E R T I E S

LOGO: Vertical Lockup / Bluestone and Slate Grey / Off White background

R E AL

E S TAT E

E X C L U S I V E

P R OPERTIES

LOGO: Vertical Lockup / Off-White and Slate Grey / Bluestone background

R E AL

E S TAT E

E X C L U S I V E

P R O PERTIES

LOGO: Horizontal Lockup / Bluestone and Slate Grey / Off White background

R E A L E S TAT E

E X C L U S I V E

P R O P E R T I E S

LOGO: Horizontal Lockup / Slate Grey and Off White / Bluestone background

R E A L E S TAT E

E X C L U S I V E

P R O P E R T I E S

BUSINESS CARDS: Bluestone and Slate Grey / Off White background

RE AL

E STATE

EXCLU S IVE

PR O PERT IES

LOGO: Horizontal Lockup / Bluestone and Slate Grey / Off White background

RE AL

E STATE

EXCLU S IVE

PR O PERT IES

BROCHURE: Logo Pattern / End Papers Inside Front Cover 20

BROCHURE: Logo Pattern / End Papers Inside Front Cover 22

FONT: Primary / Audrey

FONT: Secondary / Avenier

Thank You FIONA SPEAR: Creative Director