ABOUT

Concept:

Design a vibrant, modern logo and branding for this e-learning business, offering online music production courses. Produce various marketing assets, including Facebook headers, digital flyers, advertising and course materials. Create a 'turnaround' cartoon avatar illustration of the business owner, Kris Bradley, to be used as a focal point for a wide range of marketing applications. Finally, to produce a comprehensive Style Guide for the use of their in-house design and artworking team.

Execution:

Using a supplied photo of a pair of headphones as the basis for the logo, I made some essential edits to the image in order to make it symmetrical for use in the logo design, using Photoshop. I then chose some appropriately bold and hand-written fonts to arrange them in and around the headphones image, creating the final logo design.

The next task was to create a full 'turnaround' illustration of Kris herself, consisting of separate angles (front, back, sides, 3/4 views, etc.), using her supplied photos to produce an accurate representation of her features, with some slight exaggeration to bring the illustrations into line with the cartoon styling she was looking for. All line art and colouring was created in Adobe Illustrator, as the plan was to build a caricature which could potentially be used by an experienced wireframe animator in the future.

The logo design and the 8 avatar illustrations were then used, alongside a number of posed photographs, as the starting point for Kris' brand styling, which I applied to a wide assortment of assets, including flyers, video splash covers for YouTube, Facebook group headers, social media ads and course materials. These were produced in Adobe Photoshop and InDesign.

The 19-page Style Guide was laid out using InDesign and covered all aspects of the Produce like a Boss branding, including logo, fonts, imagery, colours, page layout and content elements, enabling anyone with the necessary skills to produce coherent and eye-catching assets that would adhere to the styling and brand identity of the business, while allowing sufficient leeway for creative development and evolution of the corporate ID.

Result:

Kris Bradley's business, Produce like a Boss, has become a major player in the online community of e-learning for music production. PlaB has gone from strength to strength, pushing the brand to greater and greater heights through webinars, interviews on well-respected blogs and vlogs, featured as a trusted teacher in online music summits, seminars and academies on a regular basis, affiliated with such bluechip companies and plugin developers as Waves and Slate Digital, to become a leader in her chosen industry.