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CAPTURE

 

GRAPHIC DESIGN

 
 

SUMMARY

Project Background

Capture is a digital marketing company that specializes in using cutting-edge technology to provide 3D Tours for Commercial and Residential clients.  In 2018, the company was looking for a rebrand of their image and contracted me to create their new logo.  I was able to provide the founders logo mock ups that offered scalability, responsiveness, and color variations.

ROLE: Graphic Designer TOOLS: Illustrator

LENGTH OF PROJECT: 1 month DATE: Sept. 2018

DISCOVERY

Competitor Research

An analysis of leading competitor branding revealed their strengths, weaknesses, similarities, and differences. My findings were as follows:

  • All competitors used a similar color scheme of blues and blacks

  • Every logo design signified housing and/or 3D imaging

  • Clean and simple lines is the industry standard

 
 
 

IDEATION/DESIGN

Brainstorming

After performing competitor research and understanding the business goals, I began sketching logo drafts. Through sketching and low-fi logo drafts, I met with the company founders to get their feedback on my path. We all agreed that the logo will focus on the companies services – 3D imagining – for branding and marketing. I came up with a standard for the logo foundation, which was as followed:

  1. Convey 3D capabilities

  2. Use cool and neutral colors to represent Capture’s loyalty, professionalism, and trust to clients

  3. Do not include house imagery since the company provides services to more than just residential clients

IDEATION/DESIGN

Logo Design

After three rounds of review, I provided Capture’s founders a final logo design. The final design offered the company a modern and simple yet 3-dimensional look. The clients were extremely pleased with the end product. I presented the logo’s responsiveness through web use, it’s scalability for product and print use, and its color variations and branding.

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Responsiveness

 
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Color Variations

 
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Scalability

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REFLECTION

What I Learned

Creating Capture’s logo was a fantastic opportunity. Capture was my first tech industry client as a freelancer and I learned a lot about client collaboration and communication through our work together. In designing Capture’s logo, I possessed a better understanding of 3D imagining branding. I learned how to structure a workflow and design process that worked for both me and the clients. I was able to practice my flexibility as a designer while also sticking to the standards agreed upon contractually. Capture requested more gradient variations of the final logo creation and I was able to advised them on the benefits of a consistent color scheme for their desired audiences.