These assets were created for my Identity Design class at Milwaukee Institute of Art and Design. The goal of this project was to create an original brand from scratch and deliver a branding presentation that included final logos, business applications, an interior and exterior with multiple levels of hierarchy within it’s signage, a vehicle mock up, a uniform mock up, and any other assets that would be necessary to enhance the concept of the brand.

The process for these designs started by brainstorming ideas for potential brands by creating a mind map to come up with a brand concept and name. We then shared our ideas with the rest of the class to choose the best option and began sketching different types of logos including letter marks, word marks, emblems, pictorials, and abstracts. Over the next few weeks we critiqued each other logos and revised them to further simplify the design, emphasize the brands identity, and make the design unique. We then mounted each of our final logos and added them to a wall that was shared with the other Identity Design class during the Fall 2024 semester. From there we applied our final logos to all of the previously mentioned assets and created presentations for our brands. We had an additional week to refine anything that we had gotten feedback on from our presentations and then were tasked with creating a social media ad for the brand that incorporated the logo as a motion graphic as well as a call to action that would promote the brand’s unveiling.

Logos and other designs were created in Illustrator, photographic elements were created in Photoshop, and various assets such as business hours and type structure were laid out in InDesign. The final presentation was created in Figma and the social media advertisement was created in After Effects.