I was approached by Jay, a second year photography student from a previous brief, asking if I were able to design and create some business cards for him. We had a meeting to discuss this brief and has now turned into an identity brief. I have decided to turn this brief into on huge branding and identity brief.
This includes:
Identity - Logo
Typeface - Name/Identity
Stationary - Business cards, Letterhead, compliment slips, CD/Memory stick.
(These could all be packaged).
Further more I intend to create promotional material for his photography business.
As a starting point myself and Jay discussed what it was he wanted and how he wanted to be seen.
This turned into a short list including existing artists that inspired Jay.
- Bold yet Suttle
- Minimal
- Old English
- Serif but not serifs/ sans serif
- No humor (strictly professional
Photographers such as Rankin, Mario Testino
I found modifying an excising typeface work well in terms of having a serif with out the serifs? This straight away drove the design and went with it.
At the first meeting of this project, Jay put forward the idea of having 'JAI'. This was because he didnt like being called James which changed to Jay and Hawley because most people seemed to get this wrong. This idea was taken forward with the design.
Wen developing the design of 'JAI' the idea of this name didn't seem to be as strong as his full name. My view of having this name was, It wasn't his name (in a way), however there are professionals out there who don't have their name as there 'identity'.
Once I a definite direction, another meeting was organised. At this meeting the idea was pitched which was fine, and explained to Jay the problems I had identified and a solution to the problem, which was if you wanted to look professional and not confuse his potential customers, then having his full name would be better for him. Jay straight away agreed this, and said this is what he wanted. He said he had asked his friends and they didn't seem to want to hurt his feelings. It was great that we both can take criticism otherwise this could take even longer to progress and may not turn out the way we both wanted.
The final typeface was mocked up and presented to Jay who pointed out a few things that could be changed, which was great. Criticism please!
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