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ALMA Brand Redesign Shundiin Nakai RMCAD GD3040 K. Pickering ii

Table of Contents Client Research Company Details Personas Research Findings

Key Visual Elements Color Palette Type Program Type Treatments & Patterns Logo Concepts

Print Designs

Business Card & Letterhead iii

2 3 6 7 10 11 13 14 15 17 19

Table of Contents Brochure Thank You Card Posters Packaging Designs

Digital Designs

Website App Digital Connection Map

Environmental Designs Vehicle Wraps Banners & Billboards

Additional Elements

21 22 23 25 27 29 31 33 36 37 39 41



01 Client Research


Company Details When beginning the research process for this project, I gathered various details about my chosen company, ALMA, to get a better idea about the company’s core values as well as what aspects of a brand they already possessed like a logo, website, etc.


Name ALMA • Apprenticeships for Leaders in Mosaic Arts

Values • Mentorship • Creativity • Community


Mission Statement “To mentor and train young adults through the creation of handmade tile mosaics and commnunity engagement.”

Attributes • Unique • Craftsmanship • Teamwork • Leadership • Planning 4

Products & Services • Handmade Flat Tiles • Handmade Design Tiles • Individual Design Tiles • Creating and Glazing Tiles • Installing Tiles • Upkeep of Tiles • Replacement of ALMA’s tiles on older mosaics • Mini Mosaics • Large-Scale Mosaics 5

Personas The next step in my research process was to construct client personas for ALMA. The point of this was to give an idea of the customer I would be creating ALMA’s new brand for.

Isla Martinez

Marie Bennett

• 25-30 years old • College level education • Albuquerque, New Mexico • Art lover and would buy a smaller mosaic from ALMA, as it is less expensive

• 30-60 years old • College level education or above • Albuquerque, New Mexico • Seeking a unique artwork and doesn’t mind a higher price


Research After getting a better idea of the company, I began to conduct research regarding the creation of a new brand for ALMA. A major point of inspiration for me was that the word “alma� means soul in Spanish and the company founders have made it very clear that this meaning is very important to them. So, I began to gather information on common symbols for the soul.


Alchemical Symbols

Cultural Symbols

Symbols for gold, phosphorous, and diamond are all thought to relate to the soul. Additionally, the Hermetic Seal of Light, also known as Quintessence is thought to represent the body and soul.

ALMA is based in New Mexico and the state’s major cultures are Mexican and various Native American tribes. So, I made it a priority to research these cultures’ symbols for the soul.

Will place symbol imagery here

Common soul symbols are circles, squares, diamonds, and mandalas. 8


02 Key Visual Elements


Color Palette When thinking about what kind of colors I wanted to utilize in this project, I took inspiration from the warm/cool theme used in ALMA’s mosaics and the desert landscape often seen in New Mexico.


Inspirational Images

Final Colors R 253, G 198, B 108 C 0%, M 24%, Y 66%, K 0% HEX #FDC66C R 228, G 136, B 56 C 8%, M 55%, Y 89%, K 0% HEX #E48838 R 154, G 205, B 200 C 40%, M 4%, Y 23%, K 0% HEX #9ACDC8 R 23, G 176, B 170 C 75%, M 6%, Y 39%, K 0% HEX #17B0AA R 10, G 83, B 89 C 91%, M 51%, Y 54%, K 31% HEX #0A5359


Type Program For titles and headings

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?&!

Josefin Sans, Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?&!

Garamond, Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?&!

Josefin Sans, Bold

For subtitles

For subtitles


Since ALMA is a young company, I chose fonts that work well together and would make ALMA appear as trustworthy and established company.

Type Treatments & Patterns For my type treatments and patterns, I drew inspiration from the tile shapes used in ALMA’s mosaics, the grout that unifies the tiles into a single mosaic, and the common soul symbols.

Pattern #1 Tile Shapes

Pattern #2 Tile Mandala

Pattern #3 Grout-joints


Logo Concepts When creating logo concepts for ALMA, I thought about the common symbols for the soul I discovered in my research. Also, I wanted the logos to look like they were for a creative company.


Initial Sketches Will place logo sketches here

Final Logos Will place logo sketches here



03 Print Elements


Business Card & Letterhead





Thank You Card





Package Designs




04 Digital Elements



05 Environmental Designs


Profile for nakai.shundiin

ALMA Rebranding Presentation, Draft  

This is a draft presentation for a project where I needed to rebrand a company I chose. This presentation covers the process I went through...

ALMA Rebranding Presentation, Draft  

This is a draft presentation for a project where I needed to rebrand a company I chose. This presentation covers the process I went through...