Design a new dynamic brand, its TV commercial and website.
Branding is not about transmitting one single value. Companies strive and continue to develop, offering numerous ideals and principles that must be conveyed to the target group in order to maintain customer loyalty while also increasing the customer base. Let’s be real: it’s difficult for one static brand visual to transmit diverse values and ideals. The best way to do it? By creating a fluid and ever changing brand.
Credit for the ad design also goes to: Nicole Mottin.
The new dynamic branding for a company dedicated to the production of mens' everyday bags started off with the design of the static logo. It intends to transmit the concept of summation and composition which lead to the following keystone: the union of modularity and urban adventure. Urban adventures are free, experiential, full of unexpectedness, but at the same time refer to a trip, something that is mechanic and controlled.
The idea was then transduced to the dichotomy between composition-summation and unexpectedness-subtraction, giving birth to the new, dynamic, Urbanature.
The concept of modularity was transported to a visual element that recalls a map tile. This element was then applied to a Corporate Identity, as well as a series of gadgets, in order to complete the design and enhance the overall concept.
The design then moved into the moving space, giving rise to the brand's TV commercial and website, in order to complete the 360-degree brand.
