Summary of "How to design a brand identity from start to finish"

Summary: How to Design a Brand Identity from Start to Finish

This video walks through the end-to-end process of designing a brand identity for a lifestyle brand, Funshiny Day, a sustainable screen printing studio. The presenter shares her methodology as a brand designer and strategist, focusing on strategic alignment, creative development, and client collaboration.

Key Frameworks, Processes, and Playbooks

Brand Strategy Development

Understand company mission, vision, values, goals, competitors, and ideal audience.
Use insights to define what makes the brand unique and how it stands out in the market.
Develop a summarized brand strategy document to guide visual identity.

Creative Direction Process

Create multiple mood boards/creative directions reflecting cohesive aesthetics aligned with brand strategy.
Present options to client for feedback and selection to ensure alignment with client vision and target audience preferences.

Logo Design Playbook

Build a responsive logo suite with variations for different sizes and mediums (primary logo, logo mark, stacked versions).
Identify unique brand elements to highlight (e.g., “HI” in Funshiny Day’s name as a memorable focal point).
Customize typography to reflect brand values and core operations (e.g., ink flow in screen printing).
Explore abstract, artistic elements to reinforce brand roots and personality.

Color and Pattern Development

Select primary and secondary color palettes that resonate with brand personality (e.g., brown and yellow for warmth and earthiness).
Design two brand patterns: one minimal with pictorial mark and tagline, one busier with fingerprint motif symbolizing handmade uniqueness.

Illustrations and Icons Creation

Design semi-abstract illustrations to evoke brand emotions (joy, friendship, calm, love).
Use hand-drawn, imperfect effects to mimic screen printing texture and add personality.
Create custom icons with shading to maintain organic, non-corporate feel.

Client Presentation and Feedback Loop

Use presentations to explain design rationale and receive detailed client feedback.
Iterate minor tweaks based on client input (e.g., adjusting an illustration to better convey “calm”).
Finalize brand guidelines document and export all assets for client delivery.

Mockups and Collateral

Develop real-world mockups (business cards, social media posts, clothing tags) to help clients visualize brand application.
Use mockups as a tool to increase client buy-in and test design effectiveness.

Key Metrics, KPIs, and Targets

No explicit business KPIs or financial metrics were discussed.
Implicit focus on brand memorability and customer connection as success criteria (e.g., simplifying brand name recognition through “HI” concept).
Emphasis on responsiveness and versatility of logo for multi-channel use as a measure of design success.

Concrete Examples and Actionable Recommendations

Example: Funshiny Day’s brand name was long and potentially forgettable; the solution was to highlight “HI” in the name to create a memorable and meaningful logo mark.
Recommendation: Start logo design with a logo mark if it better suits the brand’s identity rather than forcing a primary logo first.
Example: Fingerprint pattern symbolizes uniqueness and handmade quality, connecting brand story to visual identity.
Recommendation: Use mockups extensively to help clients visualize and approve designs.
Recommendation: Present multiple creative directions early to align expectations and reduce redesigns.

Presenters / Sources

The video is presented by a brand designer and strategist (name not provided) who worked directly on the Funshiny Day project.

Overall, this video offers a structured, strategic approach to brand identity design, combining brand strategy, creative exploration, client collaboration, and final execution to build authentic and memorable brands.