Vitality is a new up and coming small boutique plant care business in the Kansas City area that launched into the market in 2020. They needed a logo and an overall brand that would stand out among competitors. Our goal was to align Vitality up with their target audience that would be compelling and attract attention. The work I did for Vitality included an initial brand strategy and discovery workshop, logo design, website design, and illustrations to showcase throughout the site and other marketing materials.

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PROCESS:

It all starts with Brand Strategy. I facilitated with Vitality a discovery and brand strategy workshop. This is where we will hash out exactly the roadmap that the brand, logo, website, and all marketing materials need to follow. The strategy workshop covers things like:

• Brand Positioning Statement - We brainstorm key words that will help determine the look, feel, voice, and tone of the brand.
• Customer Profiles - We determine who Vitalities target audience. This includes: Psychographics, demographics, backstory, expectations/desires, obstacles, loves, etc.
• User Journeys - We hash out how the audience will interact with the brand and website: Compelling events, awareness, engage & delight, and share & return.
• Business Priorities and Goals - We prioritize: Awareness goals, Revenue goals, and efficiency goals for Vitality's marketing strategy.
• Visual Competitor Analysis

Here's a preview of the slide presentation from the Brand Strategy Workshop for Vitality:

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From the brand strategy session, I had all the information I needed to start developing the brand. All of the material discovered and established in the strategy is what allows me to create a visual language that will define Vitality in the marketplace. This includes colors, typography, illustrations, the website, social media graphics, and of course the logo.

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