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Waterloo Business Review

Waterloo Business Review

Role: Lead Brand Designer
Accomplished: Brand design, Brand guideline and business planning

Team: Myself and one designer
Length: 4 months

The Goal

To create a fully developed brand identity to launch September 3rd with only the name ‘Waterloo Business Review’ (aka. WBR) as a guide and a vision of three co founders. I worked together with one other designer to develop the entire brand for the WBR.

Outcome overview

The branding we designed is now used across WBR's instagram (socials) and website as well as in their articles.

Constraints

We had to use the name ‘Waterloo Business Review’ (aka. WBR) as a guide  and occasional input of a vision from the three co founders.

The Process

1. Logo Design

Thinking about responsive and variable logo design we developed a few options and came up with the a colourless vector logo that represented the roots in news, and journalism but reflected the innovation and new age values of the WBR.

My contribution at this stage:
- gathered inspiration for our logo ideation
- worked through how the logo would represent the brand

2. Colour

I brought together a colour palette that was inspired by the oldest and most trusted institutions such as banks and universities to create a feeling of professionalism and trust with the consumer on first impression.

My contribution at this stage:
- worked with the founders to determine the feel of the brand they wanted
- brought together a colour palettes
- decided on the colour palette to be used and then applied it to the logo and materials we had so far

3. Type

Since the WBR is a magazine/journal style service the type is crucial to the maintaining readership and accessibility. Besides going through dozens of type pairings to find typefaces that fit the brand we were building we also considered the accessibility of the type and how legible it was online versus in physical print since there was the possibility of the WBR becoming a physical issue aswell.

My contribution at this stage:
- researched the accessibility of different fonts and their pairings
- brought together multiple pairing sets of serif and sans serif fonts to decide from
- researched which fonts would be easier to use across design, viewing and print platforms
- created a prototype to simulate how each font pairing would appear if used
- chose the final font pairing

4. Bringing it together

I prepared an extensive brand guideline which balanced the opportunity for future growth and rigidity to ensure that the brand would stay consistent and become a recognizable brand / ‘look’ in the University of Waterloo community.

My contribution at this stage:
- I collected all the materials into one brand guideline to hand off to the founders as they prepared to launch the startup.
- Divided all the materials into easy to understand packets of information for the future designs
-This culminated as a Brand Guideline including:
      - Logo design
      - Colour
      - Typography
      - Social Media planning
      - Brand identity

Outcome

By the completion of the project the Waterloo Business Reveiw had a fully developed brand identity for them to launch with.

They are now a team of 17 editors, researchers and designers using the brand guideline to create produce the materials onto their website and magazine.

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