So, in our #branding process we take 4 steps:
After a #strategy workshop with the client the creative director of the project comes up with 3 #branddirections. Based on them, 3 designers are assigned to build the #brandcanvas paper-rolls. The client chooses one of them. A #brandbook is made following the winning #brandcanvas. Here’s an example:
Derma Institute is an Award winning training academy that specializes in beginners and advanced practitioners. They focus primarily on patient safety and their expert trainers will teach you only the safest and advanced techniques. When building their brand we had in mind this idea of a highly respected and trustworthy institution, but still approachable and community driven. With this mindset we began crafting a visual identity that would communicate this look&feel.
We started from the idea of a wrinkly, old tissue (wavy lines) transforming into a smooth, young one (straight lines) because mainly this is what aesthetic interventions are all about: smoothing, straightening, rejuvenating. It also looks like a ﬁngerprint, which is a symbol for skin and the best visual representation of leaving your mark.
The idea of leaving your mark
The capital D
From DERMA Institute
From wrinkled to rejuvenated