How to Build a Vibrant Brand Identity
Fixie Home Improvement is a new business breaking into the Twin Cities market. Armed with a strong business plan and many years of experience repairing, renovating and remodeling homes, the Fixie team enlisted Mellowlark Labs to develop a memorable and compelling brand identity.
- Logo design
- Letterhead and business card design
- Promotional rack card design
- Website design and development
Our first step in virtually every project is to gather the information we will need to deliver a high-quality result. Our priority is always to deliver a unique solution that has a real impact, so we have a thorough process for really getting to know the client’s unique identity and needs. The more developed the client’s understanding of their business and target audience, the better the final design can accurately reflect that.
One of Fixie’s core values is friendly and reliable service, like the days when you were on a first name basis with your service provider. However, they also utilize modern convenience to create a quick and easy customer experience, from intake and scheduling to service completion. Fixie offers a broad range of services from simple handyman tasks to full remodels and renovations. And lastly you can’t forget their dedication to quality craftsmanship. Our task was to incorporate these traits and represent them through a logo and supporting brand assets.
With those key details in hand and a few pieces of visual inspiration provided by the Fixie team, we set about drafting designs. To ensure our direction aligns with the client’s vision, we create multiple rough designs before reviewing them together and honing in on a single direction to develop to completion. We check in with the client frequently, incorporating their feedback at each stage. In many cases, good design is about being concise in your visual language and ensuring each choice directly facilitates the right relationship between the brand and its target audience.
Branding is a crucial link between a business and its customers
A business needs a clear understanding of their values and target audience to build a strong brand
Design choices should aim to clearly and concisely communicate a business’s unique traits