Artysio Designworks Visual Identity.
Client: Artysio Designworks
Project: Visual Identity
Role: layout, artwork, collaboration with the Creative Director
Year: 2019
The Importance of the Insight Driven Process to Arrive at Creative Solutions
A project to create a visual identity for a creative boutique studio.
A project that was created quickly and with little thought of a strategic plan, leading to an outcome that was a tactical solution that proved to be unsatisfactory. The company was to open and a need for a visual identity became urgent. To save time it was decided to go straight to the concept stage.
With almost no or little research into variables such as the values, competition, or client profiles meant that we had no data to give us valuable insights that would inform the concept stage. Brainstorming lead to an idea of mixing the old and the new.
The hand draw illustration could be exchanged for another illustration depending on the situation and the message being given. The heart illustration represented the human element of creating as well as indicating humanity, openness and humbleness. This is echoed by the values that are written within the heart illustration.
Adding a bold neon colour to the “A” represents creativity, energy and friendliness. A modern clean font was chosen to give contrast to the older style of the illustration creating a visual tension.
Over a period of time it became clear that people were confusing the heart illustration to mean something relating to medicine. Many people felt that the heart was too technical and a little bit off-putting. After hearing the feed back, it was decided to drop the illustration in favour of just having the the bold neon “A”. Needless to say there is a rebranding planned using the complete brand strategy process.
A very valuable project that taught me that creating a successful solution is only achieveable through a process of discovering insights which greatly improve the chances of a successful strategic plan together with a unique visual identity that reflects the companies vision, mission and values.
