CONVERSE BRANDING
Brand Identity, Spring 2019
For this project, I had to re-brand the shoe product, Converse, creating a new logo, color scheme, package design and more.
My brand statement focused on comfortable, eco-friendly material. I did not want to settle for the usual "reduce, reuse, recycle" symbol. When I thought about eco-friendly, I thought about nature. And what's in nature? LEAVES!
I wanted to incorporate the image of a leaf with the letter C. I had a few ideas that were...interesting.
Three ideas but only one will survive...
I chose one but I wanted to do two just in case the first one did was not approved. With my luck, both were. Yay, more editing and more critiques.
At first, I liked the initial design from my ideas.
First draft of the favorite. Although I loved it, it was a pain lining everything up.
I disliked the second one but it was somehow approved, so I had no choice but to continue working on it.
I did the least amount of work on this one and it still got approved. I sighed so loud...
Overtime, I had to cut here, spin this here, line this up to here, change this color, and many other tedious things you encounter when designing. Still, I found it to be interesting and I learned more from it.
And thus, the final decision was made! I chose only one once the actual branding process began so I would have to do twice the work. However, I am thinking about using the former favorite logo for outside work.
For the project, the stem C was chosen as the face of my brand.
I kept the color scheme natural and wanted to keep the leaf theme going throughout my brand. I did packaging, website, app, stationary, and promotional pieces such as posters and photography. I even created a favicon for the site and app.
I think I had the most fun doing the promotional pieces. I worked in Illustrator for the posters but I had to dive into Photoshop for the photographs. What I thought would be the worst task ever turned out to be fairly easy and enjoyable to do.
My classmates were, for the most part, impressed by my work and it was nice hearing their feedback. I took in their advice and suggestions, as well as some tips (thanks Wallace for the inspiration for the photography), and it worked out better than I expected.
I want to thank them for their help and keeping me sane throughout this entire journey.
