Freshly baked | A sneak peek of the STC brand

Jul 13, 2018


Each project gives me the opportunity to push my creativity – to look at one concept from a variety of angles.

So today, I thought I’d give you a sneak peek into what that looks like.

design direction – 5 different ways

Here’s the overall top focus for a recent brand that I was working on:

I start by trying to distill all the deep conversation, the person’s essence, the culture, the focus, the brand direction and persons uniqueness – allllll into a few words.

Because just looking at “efficient, credible, and value” – helps guide my focus.

Even with these three words – there were still a variety of ways I could interpret it.

Here are the 5 options I presented to the client:

So I figured I would take you behind the scenes – and show you a sneaky peek into my thinking  behind these 5 options [I usually present three main options – but couldn’t resist sharing all 5 with the client this time]


option 1: fresh african

As a company that is proudly south african – we wanted that to come through in the visuals.

She was particularly fond of the zebra print, and we looked at bringing it into the brand in a fresh and modern way.

All source images can be found in this pinterest board

option 2: strong minimal

I then started looking at the strength of character – how they were black and white, focused and clear.

Remove clutter from the design + opting for a clean minimal palette really appealed to me.

All source images can be found in this pinterest board

option 3: intepreting africa

Still keeping with the clean minimal look, this board pulled through a bright pop of colour [like the african culture] and added a fresh, fun and playful element.

definitely an exciting pop of color in the corporate world of translation.

All source images can be found in this pinterest board

option 4: knowledgeable professional

I then took a turn towards the profesh feel, with a strong knowledgeable edge –  positioning their crediblity.

Definitely a brand that would be taken very seriously.

All source images can be found in this pinterest board

option 5: specialist with a twist

This board was focused on still positioning them as a knowledge specialist… but with a fresh twist.

Looking at a modern feel on the more serious look, this board still exudes a level of luxe and quality.

All source images can be found in this pinterest board

So which option to go for?

5 very different options and looks.

Each one of these could have worked in her brand.

The next step was to have a discussion and look at the boards my client liked, whilst still factoring in the boards that her client would be most drawn to.

Which option do you think she chose?


About the Author

Emma is the Chief Coffee Drinker here at FreshSage. With over a decade in branding + another decade in corporate business - she's always balancing the creative with business strategy + goals. She believes everyone has a purpose + calling, and secretly loves helping her clients find theirs. When she's not building brand experiences, she's spending time with her High-school sweetheart + kidlet, tinkering in her veg garden, painting an abstract, and enjoying vino with friends.

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