Finally, the brand board provides a visual direction for everything that is to be created on behalf of the brand. Practically speaking, the brand board should be referenced regularly to ensure that the support designed to communicate for the brand is in line with the overall direction.
In this case, we worked on the brand attributes, positioning statement, and visual direction in conjunction to ensure that the values, visuals, and verbiage correlated. Visuals and verbiage that align with values are what create a firm foundation upon which to build a brand.
The visual direction for the PetSense brand has been curated to embody the brand attributes — Friendly, Happy, Energetic, and Helpful. Throughout each of the images and colors we used, we’ve brought in certain energy that is indicative of the energy that’s brought to a person or family by having a pet. Additionally, we’ve shown the pet as the hero, the connector between people, and the provider of happiness. Finally, through the product features, we’ve incorporated a style that’s helpful to the consumer as we showcase products in a manner that’s easy to digest, while also keeping the pet at the forefront. The visual direction created addressed brand colors, photography, graphic style, iconography, and direction for brand support.
The brand colors include a yellow, red, darker blue, and minimal pops of purple. The yellow is brought in to reflect happiness, while the red evokes an emotion that relates to the love we have for our pets. Blue indicates loyalty, and the lighter shade nods to the happiness factor of this brand. Finally, the pops of purple bring energy to the visuals and an unexpected modern nature that keeps the brand fresh.
Photography for Corporate Retail Branding
In each of the photos we selected shown in the brand board below, you’ll see that the brand attributes shine through the composition.
In the bottom left corner, the image really shows the pet as the star of the show, he’s the hero and this composition conveys the emotion that pet owners feel as they often place the pet at the center of their lives. In the same manner, even though the pet appears in the photo alone, the image really draws the viewer in and connects the viewer to the pet — almost generating a sense of pride in the pet.
The photo above this shows real life and the buzz of energy that the pet brings to your daily life. You can feel the happiness and energy in this photo. The photo conjures up images of a family getting ready for school in the morning and jumping onto the bed with the pet — indicating the connection the pet has with the family and just how intertwined our pets are with our everyday life. This isn’t posed, it’s real. And that’s the energy we want to introduce.
Moving over to the right photo, this image again places the importance on the pet. He’s in the foreground of the photo to indicate his importance, but life is happening around him, and he’s happy to be a part of it.
We determined a direction for product images as well. According to the visual direction, products should be shown in photos that depict real life. However, when custom photos aren’t possible, we recommended showing the products on blue, yellow, or light gray to allow the products to pop and look realistic. The pet should be in the shot when possible, as shown with the cat strolling around the bag of food. This will allow the viewer to quickly identify the product category and zero in on what they’re looking for.
For sliders and circulars, we recommended incorporating a photo style that has more negative space and one pet focus, which allows the offer and message to come to the forefront while still embodying the brand attributes.
We identified that icons will be used throughout the brand to guide the customer journey, specifically aiding in the identification of key product categories. We will also identified additional graphic elements, such as patterns, to convey movement and energy and draw attention to key messaging.