Purpose Contracting
Brand Strategy / Brand Identity
Team
Solo project
Timeline
8 weeks
Tools
Adobe Illustrator, InDesign, and Photoshop
Project Overview
I was tasked with conceptualizing a new hypothetical brand and developing a cohesive brand platform. This included defining a clear brand strategy, creating core brand elements, and establishing a distinct brand identity. Building on this foundation, I designed several promotional materials and supporting applications to help position the business within its market.
Based on this brief, I created Purpose Contracting, a small business focused on general contracting and home renovations. With an experience-first approach, Purpose Contracting invites clients to bring forward their dream home ideas. From start to finish, customers maintain full creative control, while Purpose Contracting helps turn their unique visions into reality.
Development
The main challenge was creating an identity that could be applied seamlessly across a range of formats and contexts. I wanted the brand to feel bright, passionate, and hard working, which I achieved through the use of vibrant, bold colours, a structured typeface, and geometric shapes.
The “P” in the icon, which slightly resembles a measuring tape, adds a distinctive and memorable detail. The shapes from the icon, along with additional geometric elements, are carried throughout the visual identity to create a strong sense of cohesion.
The Brand Book
Once the brand assets were finalized, I created a brand book to act as a guiding document for the Purpose Contracting brand. This book outlines the rules and guidelines for using the brand while clearly reflecting their essence, vision, and purpose.
Brand Applications
I chose to further explore the brand through a range of applications. From vehicle wraps to promotional materials, each piece works together to show customers who Purpose Contracting is and what they stand for as a small business.
Key Takeaways
This project was a huge learning experience, as it was my first time applying a brand identity I created across a variety of formats and applications. It pushed me to think more deeply about consistency throughout a brand. I also gained a better understanding of file management, along with the importance of a brand book and clear brand guidelines. Overall, this project expanded my understanding of branding, and I’m excited to apply what I’ve learned to future projects.
Awards
2022 RGD Forge Media + Design Award for Logo Design (honourable mention)
2022 RGD Artista Award for 1st Year Student