An adventure into finding the Wildea brand identity
At it’s core wildea wants to see successful brand identity and strategies that are accessible and sustainable at a community level
wildea
Aim: Start a branding business from scratch that is successful and makes a difference in the community
Brand identity, brand strategy and implementation strategy, research, business strategy, business planning, name creation, identity design, logo design, website planning and design, printed material design and production, social media account, graphic elements and templates created
Results: Branding business established with clear direction, clear identity, name, logo, website, social media channel and printed materials
Background
At this stage I worked to research the issue, I poured over articles, went into my local town centre, and looked back on my previous findings when working on community projects.
From here I found the following over-arching issues:
There is a lack of understanding as to what branding identity and stratgies are, why companies need them and why businesses need more than a logo
Small businesses have a percieved lack of time and money for “unnessisary tasks” (like branding, when “a logo will do”)
Lack of awareness of the importance of a well thought through, brand identity and strategy
There is a lack of design companies in the Frankfurt am main region when compared to similar sized areas in the UK
There is a culture in Germany of businesses relying on their product to sell itself rather than utilising marketing to help reach their target audiences, missing out on opportunities for greater success
There is a lack of design companies that focus on and offer accessible brand identity and strategies for small businesses, stat-ups and charities.
Discovery
Now that the root issues have been identified, I went on to discover more about the target audience, what my competiors offer and what we can offer that meets the needs of the target audience.
What do I know:
THE PICTURE
There is a lack of accessibility in terms of companys that help small businesses, start-ups, charities and local campaigns to find their brand identity and form successful and sustainable business strategies.
This can shut out these great teams and ideas from accessing the resources they need which in turn costs them as they miss out on reaching much of their potential their target audience through poor brand strategies and identities.
AS A COMPANY
I have a lot of skills and experience in working with community based projects, companies and campaigns. I have knowledge and experiencee in business management, strategy, graphic design and brand building.
I have the passion and desire to help lift comunities through the success of their local businesses, charities and campaigns.
I have a background in adventure and outdoor sports education, eLearning and community work.
THE SOLUTION
To help small businesses, charities and campaigns to find and implement their brand strategy and identities to see success.
I want to make knowledge accessible and engaging.
I want to run workshops, consault and sell digital packs that make successful branding accessible.
VISION
To see communities that are proud of their local businesses and campaigns.
To see more businesses and ideas succeed with the help of a successful Brand Identity and strategy.
GOALS
To attract clients with a clean and creative brand
To have a brand that reflects the adventure learning pedagogy approach to the branding process
MISSION
To help small businesses and campaigns succeed and grow by implementing sustainable and engaging Brand Identities and Strategies
GOALS
To help good people and ideas
To have a brand that inspires and excites people
VALUES
Passionate about working with people to help their ideas reach their full potential.
To challenge the belief that only big companies can have big brand identities.
To find creative solutions that make Brand Identity and Strategies that are accessible, sustainable and successful.
GOALS
To create brand that is clear and makes branding accessible
To have a brand that can help small businesses in Germany and internationally
Implementation
With the business core established, I could begin on the implementation stage.
Working with the target audience and competior analysis, I was able to identify possible points of contact and opportunities to reach potential customers. From here I developed an implementation strategy to guide my decisions going forward.
Personality
The personality of wildea came from the story telling nature of making branding accessible and the awareness of uncertinty that the audience goes through when facing branding.
There is a sense of creativity and adventure!
VOICE
Excited, Adventurous, Compassionate, Welcoming, Friendly
TAG LINE
Working together to create unique brand solutions that are accessible and sustainable.
VISUALS
Reflective of the adventure learning pedagogy utilised in the branding process.
Brand needs to be: Accessible, Clean, Adventurous, Creative, Exciting.
PERSONALITY
Adventurous, Creative, Authentic, Compassionate, Excited
Brand Personality Document
Utilising the brands personality directions, moodboards and market research, I developed a Brand Identity and Personality Document, setting out the company name, core, logos, typography, useage, colour palettes, elements and application principles
Implementation
From the implementation and business strategy developed, I knew the priorites were to get the website, instagram and business cards created.
To do this I created a small library of visual elements for each. Got started on creating and ordering the deliverables and implementing the brand identity.