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FARRELL HOME: Brand Identity
PHASE 1: Design Strategy
Brand Identity Process
RESEARCH & ANALYSIS
. Brand personality, style, tone & attitude
. Brand positioning compared to other brands
Brand awareness, positives and negatives
Brand image, how your audience views you
. Marketing objectives & challenges
. Present brand moodboards
Further development of logo concept
Showing color applied to each
. Logo lockup with full name
. Logo lockup with tag line
. Logo lockup with sub brands
Primary color palette
. Corporate font selection
. Logo applications
. Logo size & freespace
Application to a real-world applications
Supplied as digital PDF file
Kick-off meeting
Review name meaning and history
. Evaluate current assets
. Determine unique brand values
. Target audience profiles
Key brand benefits, product offerings
Research top 5 closets competitors
. Based on moodboard selection
Typographic treatments
. Easily identifiable and recognizable
. Present logo directions
Explore logo shape, concept and style
. Designs that combine the best aesthetics
LAUNCH PROGRAM 1 2 3 4 5 6 7
Logo 1, 2 and full color versions
. Further refinement of specific elements
Lockups with full name, tag line, sub brands
. Master logo vector files
. Print 300dpi CMYK EPS files
. Digital 72dpi RGB PNG files
. Roll out key marketing materials
Launch strategy (soft & hard)
Leverage the new brand identity
. Generate digital artwork
. Pre/Post production with venders
. Printing estimates
BRAND VALUES & BENEFITS:
- Farrell Building constructs the most beautiful houses in the world
- Farrell Home interiors turn them into HOMES
- Enormous brand awareness due to of our parent company
- The “Halo Effect”
- Spectacular home creation - from curb to every corner
- Finesse fast and incredible value
- Masters of the best materials and artful use and extension
- Able to truly customize our efforts to meet clients’ preferences
- Far more nimble than the leading brands in this arena
- We know this unique strata of clientele
BRAND PERSONALITY:
- Friendly, but with a professional remove and restraint
- Direct and to the point
TONE:
- Knowing and knowledgeable - but not know-it-alls
ATTITUDE:
- Confident, Modestly, Proud, Assured
CREATIVE BRIEF:
- A direct extension of the Farrell Building brand
- Branding needs to be luxurious but approachable
- Comfortable Luxury
- Sharp, Sleek, Smart, Sophisticated
- Make a dramatic statement on launch
- Make an impact in this sector
- Show we are a force to be reckoned with
- Designed to stand out from our competitors
- Visually eye catching
BRAND MOOD BOARDS:
- A collection of curated images related to an overall theme
- To visually and emotionally better understand your brand
- To establish the “LOOK & FEEL” of the new branding
- A great tool to ensure were all on the same page
- Act as a “BRIDGE” for the next Phase - Logo Exploration
CLIENT REVIEW:
- Please select your top two themes
- Tell us why you choice these?
- Will they resonate with your target audience?
MOOD BOARD COLORS 1
PANTONE 1255C
TEAL
EMERALD GREEN
PANTONE 2738C
FARRELL BLUE
PANTONE COOL GREY 11C
MOOD BOARD COLORS 2
PANTONE
PANTONE 7506C
GOLD FOIL STAMPING
DIE CUTTING
MOOD BOARD COLORS 3
SILVER
PANTONE COOL GREY 8C
NAVY
PANTONE 541C
SADDLE LEATHER
PANTONE 152C
Concept A
FARRELL HOME: Brand Identity
PHASE 3: Logo Exploration Concept A
CONCEPT A: LOGO
Monogram
CONCEPT A: LOGO
NEW YORK
CONCEPT A: CANDLE
CONCEPT A: SHOPPING BAG
NEW YORK
By FARRELL BUILDING CO
Design KRIS FARRELL Interiors DAVID HORNUNG & JASON WILHOITE
By FARRELL BUILDING CO
KRIS FARRELL
DAVID HORNUNG & JASON WILHOITE CONCEPT
By FARRELL BUILDING CO
KRIS FARRELL
DAVID HORNUNG & JASON WILHOITE
By FARRELL BUILDING CO
KRIS FARRELL
DAVID HORNUNG & JASON WILHOITE
By FARRELL BUILDING CO
KRIS FARRELL
DAVID HORNUNG & JASON WILHOITE
Concept B
FARRELL HOME: Brand Identity
PHASE 3: Logo Exploration Concept B
CONCEPT B: LOGO TYPE
Pared down, simple elegance
NEW YORK
FH LOGO: SHOPPING BAG
NEW YORK
FH: FURNITURE LINE
Minimal stylized sets
Dinnerware, Throws, Cushions, etc.
