Brand Identity Process
. Brand personality, style, tone & attitude
. Brand positioning compared to other brands
. Brand awareness, positives & negatives
. Brand image, how your audience views you
. Marketing objectives & challenges
. Further refinement of specific elements
. Showing color applied to each
. Logo lockup with full name
. Logo lockup with tag line
. Primary color palette
. Corporate font selection
. Logo applications
. Logo size & freespace
. Application to a real-world examples
RESEARCH & ANALYSIS
. Kick-off meeting
. Review name meaning and history
. Evaluate current assets
. Determine unique brand values
. Target audience profiles
. Research top 3 closets competitors
. Key brand benefits, product offerings
DESIGN STRATEGY
. Explore shape, concept and style
. Typographic pairing
. Easily identifiable and recognizable
. Present 3 logo directions
1 4 5 6 7
. Designs that combine the best aesthetics
. Logo 1, 2 and full color versions
. Lockups with full name, tag line
. Master logo files for pront & digital
. Further refinement of specific elements
CREATIVE DEVELOPMENT BRAND IDENTITY BRAND GUIDELINES LAUNCH PROGRAM
. Roll out
. New brand identity
. Website launch
. Marketing Brochure
. Social Media Assets
. E-Vite / E-Blast
. Advertising
. Signage
Top Competitors:
Logos We Love:
What’s in a name...
Hedgerow:
-A row of shrubs or trees enclosing or separating estates to create privacy
-Exclusive off-market listings -South of the highway
Target Audience:
-High-profile net-worth clients
-A list celebrities and influencers
-Very affluent and aspirational
-Who want to enjoy the Hamptons lifestyle
-First and foremost they’re looking for privacy
-Access to exclusive properties
Strategy
PHASE 2: Brand Strategy
Brand Image & Creative Brief
Brand Image:
-Hedgerow is the new generation of real estate
-Combination of old-school and new-school
-Ahead of the curve in terms of marketing
-Fresh and sophisticated
-Cutting edge, outside the box
-Timeless and iconic
Creative Brief:
-Personal approach to Real Estate
-Branding needs to be “clean”
-Look and feel exclusive and understated
-In sync with affluent target audience
-Strong brand name recognition
Before we dig into the work let’s take a step back and review...
HEDGEROW
EXCLUSIVE
AUTHENTIC
CONFIDENT
INNOVATIVE GREAT SERVICE
TIMELESS CUTTING EDGE
GROUNDED MODERN OFF MARKET INTEGRITY HIGH-END ORIGINAL
SIMPLE SERVICE
PRIVATE UNDER STATED WORD OF MOUTH HONOR
FRIENDLY
CURRENT
MEMORABLE
ICONIC
Concept A
PHASE 3: Logo Exploration
CONCEPT A: Two come together to form an upper case “H”
Represents two partners / Stronger together
CONCEPT A: Typeface is very elegant
HEDGEROW
HEDGEROW
HEDGEROW
HEDGEROW
HEDGEROW
HEDGEROW
CONCEPT A: Signage
CONCEPT A:
Lead Visual / Ripples on the ocean / Ethereal
SUMMER 2020
HEDGEROW
Concept B
PHASE 3: Logo Design Exploration
B: Two sets of brackets / Outside brackets surround the inside brackets
HEDGEROW
HEDGEROW
HEDGEROW
HEDGEROW
HEDGEROW
CONCEPT C: Signage
CONCEPT C: Lead Visual / Weathered coastline
SUMMER 2020
HEDGEROW
Concept C
PHASE 3: Logo Design Exploration
HEDGEROW
HEDGEROW
HEDGEROW
HEDGEROW
HEDGEROW
HEDGEROW
CONCEPT C: Signage
CONCEPT C: Step and repeat pattern
CONCEPT C: Lead Visual / Private Beach / Serene
SUMMER 2020
HEDGEROW
Overview
PHASE 3: Logo Design Exploration
HEDGEROW
Concept A
PHASE 4: Creative Develpment
FEEDBACK:
CONCEPT A: Add horizontal lines to define the “H” / Much stronger
Represents two partners coming together
CONCEPT A: Logo Exploration
HEDGEROW
CONCEPT A: Final Logo
A: Final Logo Vertical
HEDGEROW
HEDGEROW
EDGEROW
A: Final Logo Horizontal
EDGEROW
HEDGEROW
HEDGEROW
HEDGEROW
CONCEPT A: Signage
SUMMER 2020
HEDGEROW
SUMMER 2020
HEDGEROW
SUMMER 2020
HEDGEROW
SUMMER 2020
HEDGEROW
SUMMER 2020
SUMMER 2020
HEDGEROW
SUMMER 2020
HEDGEROW
HEDGEROW
HEDGEROW
HEDGEROW
Hedgerow
PHASE 5: Brand Identity
HEDGEROW
HEDGEROW
HEDGEROW
x x x x x x x x
HEDGEROW
EDGEROW
x x x x x x x x x
EDGEROW
HEDGEROW
ABCDEF GHIJKL MNOPQ RSTUW
HEDGEROW
x x x x x x x x x
ABCDEF GHIJKL MNOPQ RSTUW
Hedgerow
PHASE 6: Color Palette
Red Excitement
Peace
Loyalty
Competence
Serenity
Pink Compassion
Sincerity
Love
Black Formality
Wealth
Sophistication
Security
Power
White
Purity
Simplicity
Innocence
Honest
Balance
COLOR: Cashmere / Slate Grey / Off-White / Blue Stone / Gunmetal
COLOR: Blue Stone Logo / Cashmere Background
COLOR: Black Logo / Slate Grey Background
COLOR: Off-White Logo / Blue Stone Background
Bluestone
SECONDARY COLORS:
Slate Grey / Off White / Cashmere / Gunmetal
Pantone 7667 C
CMYK 32 / 21 / 00 / 56 RGB 76 / 89 / 112 HEX #4C5970
Slate Grey
Off White
Pantone 7543 C
CMYK 10 / 05 / 00 / 33
RGB 154 / 162 / 171
HEX #9AA2AB
Pantone Cool Grey 1C
CMYK 01 / 00 / 00 / 07 RGB 235 / 237 / 237
Pantone 406 C
CMYK 00 / 03 / 03 / 20 RGB 204 / 198 / 198 HEX #CCC6C6
Cool Grey 10C CMYK 00 / 00 / 05 / 76 RGB 61 / 61 / 58 HEX #3D3D3A
EXCLUSIVE PROPERTIES
REAL ESTATE
EXCLUSIVE PROPERTIES
EXCLUSIVE PROPERTIES
EXCLUSIVE PROPERTIES
EXCLUSIVE PROPERTIES
EXCLUSIVE PROPERTIES REAL ESTATE
REAL ESTATE
EXCLUSIVE PROPERTIES
ABCDEF GHIJKL MNOPQ RSTUW
ABCDEF GHIJKL MNOPQ RSTUW