Brand Strategy Workshop
The process began with a series of insightful workshops. Working closely with the client, we explored the brand’s culture, customers, voice, feel, and more.
In the end, we distilled the core pillars of the brand into Merry, Fun, Genuine, Good Vibes, and Joyful.
Through this exploration, we were also able to develop three distinct customer profiles to represent a range of Make Merri’s existing customers and potential audiences. They allowed us to look more directly at their needs and aspirations so that we could deliver solutions with clear goals in mind.
Visual Identity
After gaining insight into brand attributes and customer needs, we transformed words into visuals through a series of stylescapes. These stylescapes, each reflecting the brand attributes uniquely, were presented to the client. One was chosen to lay the groundwork for the visual identity and was further enhanced with graphic elements from the other two.
The approved final stylescape became the definitive visual guide for developing specific visual identity elements.
Brand Logo
With the visual direction approved, we began to explore logo options that would work well with the overarching identity while also reflecting the brand attributes. During a client meeting, we jointly decided that integrating the Make Merri name into the logomark would give the logo the appearance of a stamp, enhancing versatility across applications such as price tags, wall decals, the website, and social media.
The logo was developed after a series of iterations: a vibrant combination of yarn, smiles, and a sprinkle of magic.
A mostly pastel colour palette was developed to to reflect the colour of Make Merri’s products, while also looking joyful and comforting.
Style Guide
Once everything was approved, a brand style guide was created:
A document that covered a wide range of topics when it came to consistently applying Make Merri’s visual identity across print and digital media.
Logo usage, voice and tone of communication, brand colours, layout, and more. This was the document that the client, as well as internal designers or external partners, would refer to when working on the visual execution of the Make Merri brand.
