THE BRIEF.
SM Services Online is a female-led social media management agency which offers marketing, strategy and content creation to entrepreneurs looking to establish a social media presence, create consistent content and attract their ideal clients. When we worked together early last year, SM Services Online was already established but in need of more cohesion and clarity across their brand elements in order to take their business to the next level, hence, we worked together on developing their brand identity.
WHAT WE DID.
As a designer, this was my first brand identity project and so it provided me with the opportunity to incorporate strategy into my design process. This collaboration was an exciting opportunity to create a brand identity that would attract their target audience and communicate their values. We began by researching their target audience, choosing to take a '0 to 1' approach where we concentrated on appealing to audiences with no existing social media presence and building it from scratch. We used our understanding of their ideal customer to ideate design concepts that were approachable and portrayed a sense of trust, even down to the decision to use a warm/neutral colour scheme and friendly typography styles. It was due to our thorough knowledge of the consumer that we were able to construct a brand guideline book and visual identity consisting of several logo variations, a colour palette, typography and business card designs.
OUTCOMES.
As a consequence of a brand new brand identity, it became easier for SM Services Online to portray a cohesive brand image that aligned with the messages they wanted to portray to their audience. Even since this initial project, their content has continued to develop and portrays a sophisticated but approachable image.
