Pippa designed brand identities and created mood boards to establish cohesive visual styles for businesses.

Brand identity is how a company wants to be perceived by consumers. It includes the name, logo, tone, tagline, typeface, and colors. You will be required to answer the following questions to clarify the brand identity:

What is the mission and vision of the brand?

What are the core values?

Who is the target audience?

What makes the brand unique?

Step 2: Gather Inspiration

Collect visual and textual references that resonate with the brand identity. I usse the following sources:

Pinterest: Search for relevant keywords related to your brand’s aesthetic.

Design websites: Behance, Dribbble, and Awwwards for professional designs.

Social media: Instagram and Tumblr for trending styles and influences.

Step 3: Create Mood Boards

Mood boards are a visual representation of ideas. I use tools like Canva, Milanote, or Adobe Spark to compile the inspirations. Each mood board should include:

Color palettes: I then select colors that reflect your brand’s personality.

Typography: Choose fonts that align with the brand’s voice.

Imagery: Photographs, illustrations, textures, and patterns.

Graphics: Logos, icons, and other design elements.

Examples of Mood Boards:

Minimalist Tech Brand : Colors: Black, white, gray, and a pop of neon. Typography: Clean, sans-serif fonts. Imagery: Sleek gadgets, clean workspaces, modern architecture. Graphics: Simple logos, geometric shapes.

Organic Beauty Brand: Colors: Earthy tones like green, brown, and beige. Typography: Elegant, serif fonts. Imagery: Nature landscapes, close-ups of natural ingredients, eco-friendly packaging. Graphics: Leaf icons, hand-drawn illustrations.

Playful Children’s Brand: Colors: Bright, primary colors. Typography: Fun, rounded fonts. Imagery: Kids playing, toys, playful patterns. Graphics: Cartoon characters, whimsical icons

Step 4: Choose Brand Elements

I then present multiple elements for you to select the final brand elements based on the mood boards. This is important to ensure consistency and alignment with the brand identity.

Key Elements to Decide:

Logo Design: Should be versatile, scalable, and memorable.

Color Scheme: Consistent across all platforms and materials.

Typography: Main and secondary fonts.

Imagery Style: Consistent visual style for photos and graphics.

Tone of Voice: How the brand communicates (formal, casual, humorous, etc.).

Step 5: Apply the Redesign

Implement the chosen elements across all brand touchpoints:

Website and app design: Use the color scheme, typography, and imagery.

Marketing materials: Brochures, business cards, social media graphics.

Packaging: Product packaging that reflects the new brand identity.

Advertising: Consistent visual and textual style in ads.

Examples of Tools for Implementation:

Design software: Adobe Creative Suite (Photoshop, Illustrator, InDesign).

Web design: WordPress, Squarespace, Webflow.

Marketing materials: Canva for quick and professional designs.