Case Study: Amalia Biro Marketing
One thing we love about our clients, is that so often, they're friends too! Amalia is a personal friend who wanted to take things up a notch with her side biz. As an S.E.O and digital marketing specialist for a large company, she found herself with some clients on the side and was using her expertise at handling large marketing budgets for support, education and small business management. In order to showcase herself as a partner for the businesses she works with on her own, she wanted a brand that was imaginative & playful, yet still showed professionalism. It needed to be sliiightly feminine, but ultimately had to show passion and quality.
As with all our projects, we started by asking Amalia to fill out a comprehensive questionnaire for us. Her answers showed us who her target market is, who her competition are, her business goals and what her mission is with her business. We used all this information, plus some information on her brand voice and personality to create 2 different brand styles. We presented these as mood boards, each following the same business, but with slightly different colour palettes and vibes.
The idea behind presenting a couple of different style options, is to make sure that we're all on the same page with the brand visuals. Keywords and adjectives aren't always as effective as simply seeing things on paper, and sometimes we might envision something that's not quite what a client had in mind. As you can see above, our 2 mood boards were very similar! The board on the left is slightly more neutral, whilst the board on the right is more feminine and fashion influenced. We often end up going for a combination of styles as we present 2 or 3 extremes to a client to really push them and show them the options. And just as we expected, Amalia loved Mood Board 2, but wanted to bring in a few elements from Mood Board 1. We combined the elements she loved, discussed the strategy document we had presented alongside it, full of keywords we would use to guide the brand, and developed the mood board and colour palette shown below.
A key part of our visual style options, is presenting business strategy right alongside it. This shows the client that all our decisions come from a strategic mindset, and that we have their target market in mind at all times. We're not designing for the client 100%, but for their business, and to attract their ideal client! The brand personality sheet above, shows the key elements we were referencing when choosing visual elements to guide the style of Amalia's brand, but we also had pages that explained her business purpose, who her ideal client is and more!
From here we jumped straight into the logo design! Sometimes we're lucky enough to start designing with an idea in mind, while in other cases we need to come up with something more complicated and symbolic. Lucky for us, this project fell into the former category, and while we played with lots of fonts and ideas, we quickly landed a solid direction.
When starting to design we already knew that we wanted the logo to be:
- Include a monogram
- Have a 3 logo variations
- Use a combination of a thick serif font and a modern (yet playful) sans serif
So, the first thing we did was head to Typekit! Jumping straight into the hunt for the perfect fonts, and having specific ideas in mind, meant it wasn't too long before we found some options to play with. From there, we brainstormed!
As soon as we start putting ideas on paper, it's easy to see what will and won't work, because we're designing to a strategy, led by keywords and adjectives that we can follow. Knowing that the brand had to be playful, slightly feminine, show quality and be bright - we could instantly discount a lot of the options that were too simple, too modern, or too far in either a masculine or overly feminine direction.
The final logos we created showed playfulness, while the circular text kept the logo feeling imaginative, and removed the focus from the company name - something we felt was important, as this business isn't just about Amalia, it's about the partnership she forms with clients. The ambiguous monogram and text placement brings modern, feminine touches, but the bright orange helps to neutralize things.
After reviewing the logos with Amalia, we felt that we did need one more option - something that would have a classic, stacked layout in order to bring a more corporate logo to the mix. This logo would be highly legible and perfect for a very few, specific uses, such as on invoices and contracts. And other than that, we were done! Amalia's logo will be developed into a full brand later this year, but for now we've got the strategic foundation laid, and the logos she needs to launch and grow her business!
Wrapping the project up is one of our favourite things to do! Together we celebrate, and review. We take some time to go over all the final files and explain what their purpose is, before sending you on your way. Here's what Amalia had to say about the process:
"It is terrifying when you set out to create a brand and business all on your own! There is so much to do, and you can't possibly do it all yourself, yet you're so protective of what you want to create. As small business owners themselves, Lucy & Daphne knew exactly what I was going through and provided so much support - helping me define my brand and everything that comes along with it. Furthermore, at the end of the process I really felt they had nailed exactly what it is I do, and exactly what I wanted my business to be. Having worked with designers all throughout my career - I can tell you that this isn't always easy. I would recommend them in a heartbeat."