Branding 'Katharina'

Brief

I was asked to create a brand identity, along with promotional material by a student on the printed textiles and surface pattern course. The client came to me and requested that I rebrand her existing identity she had previously created herself, her style of work suggests that she uses experimental and traditional design values within her work. Her designs create a collective that has deatiled and unique patterns that have alot of depth, however she creates the perfect balance  between something that can be seen as overly fussy and too busy, and intricate designs and prints that form an overall conemporary approach. Katy my client, requested that I create her branding identity and promotional material that suits her overall style and characteristics. The existing branding she has developed shows Katy’s love for experimental and unusual style, however the branding could be simplified to create a more clean, modern approach, that is much more suited to Katys collection of work as a whole. 

Concept

After reviewing some of Katy’s existing work, her style and creative approach became clear, she uses both experimental and traditional design values and uses a technological approach. The majority of Katys current work boasts the ‘urban jungle’ theme, displaying various bold floral prints and strongly experimented pieces, with heavy detailing. For her branding identity, the idea of toning the overall style down slightly was a collaborative decsion Katy and I both agreed on, her intentions for the new bradning identity including a minimal style, and a cleaner aesthetic than her current branding. The promotional material must promote her as a designer, and not only something that looks professional, but it still gives the audience and potential clients a good understanding of her personal attrubutes and style of design. The overall design aesthetics need to meet my client Katys needs; giving the audience a clear vision of Katys strengths as a designer, but they must also be kept clean, minimal and concise. 

Katys existing personal branding:

The design does not promote Katys skills and style to a high enough stanfard, the typography and approach of design needs to be altered substantially. The pattern shows Katy as a designer, and her apporach toward design, however there are more subtle ways of showing her style and inspiration. The choice of type does not fit the new brief specifics I have been given by Katy, as she wants a clean and durable design, something that will look classic when applied to any of her branding material. I want to create a typeface for her logo that will work with any of her pieces, therefor keeping it clean and simple is the most suitable approach to take.

Katy seeks to create designs that have depth, showing her influence through both experimental and traditional design values, which she translates in her technological approach to a project. Katy’s main influences are the work of Linda Florence, and Timourous beasties. With her dedicated, interested and passionate approach to design, Katy uses a mixture of painterly processes and digital manipulation to convey her prodiminantly floral motifs. Katy is looking to learn new and exciting techniques to give her work an appeak that will striek the young professionals who want a little bit of something extra in their domestic spaces. She has a gret love for drawing both hand rendered and digital, and Katy’s designs often present a detailed and crafted element which adds extra elegance to a design. Her main influence's are Linda Florence and Timourous Beasties.