Nashville Branding Services Project Kickoff
When our client approached our Nashville branding services agency, she was looking for an updated look and feel for her clothing brand and social media channels. Her social media channels on Instagram and YouTube were thriving under her name, Alexandrea Garza, but functioning separately from her clothing line, Good To Be.
Initially, she approached us for two new logos—one for her personal brand design and one for her clothing line. Upon initial review and strategy, we determined that connecting the two would strengthen her brand, so we recommended she pull both businesses under one brand umbrella.
To start off the project, our design team took a deep dive into the creative questionnaire to create a brief for our team.
The Nice Branding Agency creative questionnaire is a standard (yet sometimes customized, as needed) set of questions that we pose to our clients before we begin brand strategy or brand design.
Upon review of the completed creative questionnaire, our team was brought up-to-speed on Alexandrea’s goal for the project and vision for the brand.
We knew that the final brand design would need to be flexible. This flexibility would facilitate a connection with people on a wide variety of digital platforms. And practically speaking, the brand would need to be able to appear in a variety of instances — from a shirt sleeve to a youtube profile photo and everything in between.
An added complication for consideration was that some of our client’s work falls under the Good To Be piece and only relates to her clothing line. But other things are under both her name and Good To Be, depending on the outlet.
Additionally, we learned that Alexandrea’s Good To Be clothing brand was focused on cultivating a positive lifestyle through beauty, wellness, and fashion.
Her goal for the project was to create a recognizable brand for her clothing line as well as her social media content.
Design Direction Brainstorm
Whenever we provide Nashville branding services, we start with a team design direction brainstorm.
For the Alex Garza project, we first sat down to determine the most important considerations for the brand and how we could achieve the goal through visual implementation.
Sidenote: For larger projects, we start with Foundational Branding to decipher brand positioning, brand attributes, and visual direction. However, under the Starter Pack, we jump directly into the development of visuals based on the information provided by the client, and our own cursory research into the market.
For the Alexandrea Garza Starter Pack, our team worked through a design strategy session that resulted in two concepts that would be developed out into viable brand options.
Alexandrea’s messaging inspires women to create a life they love through positivity. In fact, her established tagline is: “Inspiring women to create a life they love.” Each piece in her clothing line has a motivating message. Together, her social presence and clothing line have created a community where women can find inspiration and knowledge to better their lives.
Based on this information, each of the two brand options would convey a sense of inspiration and empowerment for women.
We determined that the first brand option would emphasize the “good” aspect of her venture. We would use this brand to focus on positivity through fonts, colors, icons, and more that represented the inspiration Alexandrea brings.
For the second brand option, we would take a slightly modified spin-off of the tagline and focus on the “love” aspect. The resulting brand option here would be more of a fashion-forward, empowering visual direction.
With the brainstorming clouds full of ideas, it was time to get back to our desks and start creating. We knew from the creative brief that our client wanted to use light peachy-pinks, tan, white, nude, black, and grey in her color palette to keep it neutral, yet feminine.
First Brand Concept Development
As mentioned, the deliverables for the Starter Pack include two brand options, each one displayed through a six-image mood board, a custom logo design, supporting brand icons, a brand color palette, and brand fonts.
In developing each of the brand options, we start with the creation of the mood board. The mood board is a curated set of images that conveys the overall visual direction for the brand through imagery and colors.
The first brand concept was based on a calming and inspirational look and feel.
The mood board for the first brand option pulls in beachy images, neutral colors, and an overall peaceful, inspiring, vibe. The images together are feminine, but not excessively. While looking at this mood board, you are instantly transported to a place of restful relaxation.