MEMORABLE BRAND
Entrepreneur and coach Päivi Tuohimaa needed a distinctive brand identity and strong social media presence for reflecting her business and standing out from competitors.
Open university studies 2018
T:Mi USKALLUS
PROJECT INFO
Market research, brand design, graphic design, photography, UI design, UX desing, Instagram strategy
MY PROVIDED EXPERTISE
Adobe Illustrator
Adobe Photoshop
Wix as a website builder
Microsoft Office programs
USED PROGRAMS
CHALLENGE
Distinguishing oneself and cultivating individuality are crucial for ensuring competitiveness and success in today's fiercely competitive market.
Individuality assists entrepreneurs in standing out and creating their own unique value and brand. Setting oneself apart can attract customers and stakeholders, strengthen client relationships, and lay the foundation for long-term success. Setting oneself apart can also help in avoiding price competition and escalating competitive pressures, thereby enhancing profitability and sustainability in business.
A company's visual identity plays a significant role in fostering individuality and differentiation.
RESEARCH
During the project kickoff meeting, we collectively discussed various aspects related to the company and its brand.
We extensively deliberated on what message we want to communicate through the visual identity and to whom.
The visual identity should also reflect the personality of the entrepreneur.
STRATEGY
Based on the meeting, we were able to identify the company's needs, which are shown in the image.
By harmonizing all the elements, our aim is to create a strong and recognizable brand identity that helps the brand stand out from its competitors and effectively communicate with its target audience.
CONCEPT DEVELOPMENT
Before sketching out the visual identity, I conducted benchmarking of other companies in the same industry. I aimed to identify how and with what we could differentiate ourselves from competitors.
While outlining the visual identity, I created two different mood boards for the client, each aiming to evoke distinct emotions that both convey the company's message. I further developed the identity keeping the mood of the selected mood board in mind.
The common thread in the visual identity is that USKALLUS encourages you to break your boundaries, explore yourself better, confront yourself, step out of your comfort zone, and reveal more of yourself to others.
The logo's emblem is a circle combined with the letter "U." The circle represents the comfort zone. An open circle symbolizes that USKALLUS encourages you to step out of your comfort zone.
The torn paper graphic element signifies that things and people have many layers. Sometimes you have to dare to tear to see deeper.
The brand colors reflect the company's values, which are vulnerability, joy, love, humor, and a serving heart.
The photographs provide a visual respite amidst the information overload at first glance, but upon deeper examination, they convey the company's values and provoke thoughts.
IMPLEMENTATION
Using created visual elements, I designed and implemented the company's website utilizing the WIX website builder.
I devised and crafted a comprehensive content and visual plan for Instagram.
Additionally, I created necessary document templates in Word and PowerPoint.
As the client opted out of traditional business cards, we designed five different greeting cards for them to distribute to their contacts.
RESULTS
The end result achieved is the creation of a recognizable visual identity that communicates the brand's values and personality.
The visual appearance distinguishes itself from competitors, and its consistency across various channels and contexts is seamless.
The outcome successfully evokes positive emotions and supports the establishment of long-lasting customer relationships.