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Case Study:
Defined
Defining the 'DEFINED' brand with strategic design pyschology!
THE BRIEF
WHO IS GOING TO DEFINE YOU?
WHO DO YOU WANT TO BE?
LET’S SEE. . .
A 6 stage personal growth program that builds inner capabilities to help people become the authors of their own futures. A program that harnesses the power of self-awareness, self-confidence, emotional agility and resilience to activate participants' trust in themselves and their abilities to create fulfilling lives.
THE STRATEGY
To take the word 'Defined' and pull it apart to achieve engaging dynamic brand creatives and assets that catch the attention of people who are perhaps feeling a bit lost, confused as to what direction their life is going to take, who need some guidance and who need to drill into their core to find our who they are and who they are meant to be! When we think of the word define you immediately think of the definition of something and the dictionary as the place where you find the definition, so it made sense to delve into this concept and develop the brand from there.
THE BRAND JOURNEY
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Using the 'Dictionary' concept, it allowed ATM to play with this to create a beautiful secondary colour palette of highlighter pink, blue, yellow and green with the primary colours being black and white.
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These colours were derived from highlighters we would use to highlight a word or sentence in a dictionary, in school/college/ work, books, documents.
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This would not only draw attention with colour psychology alone, but resonate with the nostalgia or highlighting a word at some point in our lives. Therefore making the brand highly recognisable at first glance.
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Then we needed a tagline and landed on two as this brand has no limits to where it can go and what it can be, much like its reason for being and us as humans reasons for being.
THE RESULTS
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Stunning brand logo, taglines and jaw dropping colour palette that's formatting and assets allow it to blend in anywhere; websites, marketing materials, social media easily...​
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The primary and secondary colour palette can be used array of ways for example black against blue, green, yellow or pink, white against these colours, any of the secondary colours can mix and still look amazing, making design options endless and refreshing..​
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Two strong tag lines to play around with and strengthen the meaning behind the brand, giving a simple short and snappy description of the brand with powerful emotive wording.
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The logo can also be used on its own to create mystery as 'Defined' is such a notable word all on this own.
