Amrell
Brand identity & graphics
Concept
This startup is creating a mobile app that will change the way people interact with food purchasing and grocery organization habits, potentially saving tons of food waste every year.
Tasks
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Develop the brand voice, visual identity, and compile into a comprehensive brand guide.
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Lead the direction for the mobile app UX/UI
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Plan the social media marketing strategy
Purpose
This hybrid role needed a brand designer to guide the strategy and visual direction for their overall brand and mobile app. I led their marketing team in these tasks.
Brand Voice
My first task was to take their brand mission and refine their target audience messaging to make sure they were on point with their brand direction. We uncovered audience pain points, goals, and language that was instrumental in developing their brand strategy and also helped immensely in building their business plan.
Visual Identity System
Next, I created their brand identity system and logos. The founder drew inspiration from nature and the concept of interconnectedness - thus their abstract logo reflects the yin-yang symbol while incorporating leaf motifs. The final logo style was heavily influenced by the founder since they wanted the combination of an organic-looking symbol with a more industrial-style wordmark.
We put together a brand guide that encapsulated their brand voice and visual identity, which helped them to see and review all their brand decisions at a glance, as well as use it for training purposes for new hires.
Mobile App Interface
In this hybrid role, it was also my responsibility to lead the direction for their mobile app UX/UI. I took what we had developed in the brand guide and translated that into a functional and branded interface (not shown, under NDA).
Marketing & Graphic Assets
I proposed and planned marketing strategies for generating awareness and demand in anticipation of their launch. The aim was to show the team how to start the conversation and develop an ongoing relationship with potential customers.
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I also created a series of illustrations that I put together into a short animated video explaining the product & use cases.
Feedback
"Raquela helped our team understand what we needed for our brand foundation to effectively speak to our ideal customer. She helped us with defining our values, messaging, and of course the visual components of our brand. It was a big difference, to say the least!"