Final Work & Synopsis for Project 2: Furniture Brand Identity

 Business Card Side 1

Business Card Side 2

Coaster Front 1

Coaster Back 1

Coaster Front 2

Coaster Back 2

Coaster Front 3

Coaster Back 3

Coaster Front 4

Coaster Back 4

Envelope 6x9

Location Mock-Up with Signage

Final Marks

Letterhead Design

Poster Design

This project required a lot of tweaking and development from start to finish. My initial concept became my brand strategy which was later executed throughout every individual piece and element. I wanted Slack Sharp to be a quality designer-furniture store which puts an emphasis on items that enhance relaxation and social environments. The target consumer would be young upper-middle class adults from ages 24-38.

The pug mark became a driving force behind the tone of the identity. It allowed me to express a sort of lightheartedness paired with careful layouts and properly developed materials. The playfulness of the pug gave me the ability to develop the coaster-brochure as my final element. I used this piece as something that could develop awareness about the company, representing more of their products. On the back of each leaf of the coaster, an image is paired with a phrase that begins to get at the attitude and concept behind the name "Slack Sharp".

When searching for materials I was not able to find an off-white paper that wasn't too extreme in texture or too colored in hue. The cold blue against the stark white makes the brand seem a little flat and takes away from the personality expressed in the content. Ideally I would have received materials from a printer which could be slightly more expressive while containing the tactful geometric matte feel I wanted from my mediums.

Overall I think this product was a success. After working through each execution, I was able to go back and take what was mentioned in critique and apply it to the brand as a whole. The brand began to develop into a more complete entity, and the rules seemed to develop themselves as I re-structured pieces to my innovations. It was an interesting and practical experience taking the horns of an entire company and developing a brand out of almost thin-air. I think working on this project independently will help me develop more concrete and original concepts for any future project I collaborate on in a real-life situation.