window concept
storefront
busboards
mariyoshi@mac.com | 808.429.6189 | Download resume
94-1173 Polinahe Place | Waipahu, Hawaii 96797
Case Study
SPARE
Identity & Branding | 2002-03
BACKGROUND: Up to this point in my design career, I hadn’t had the opportunity to create a complete branding concept from the ground up. I decided to give myself a hypothetical project that would begin to teach me what is involved in creating an effective brand.
PRIMARY CHALLENGE: The challenge I gave myself was to create an engaging, consistent and realistic retail brand concept and design all related materials and experiences so that each served to reflect and strengthen the brand.
STRATEGY/SOLUTION: I created a retail concept called spare whose main focus was creating products which were useful, simple and made with recycled materials. The brand included sub-brands that could stand alone, yet still strongly support the overall concept. I developed taglines, packaging, posters, store concepts, a website concept, wearables, advertising, product catalog, stationery and a graphics standards manual. I researched and made informed decisions about names, language, colors and imagery.
RESULT: This exercise reinforced my understanding of the considerations and mechanics of effective branding in order to create a total brand experience across all media and all target audience touches. I have continued to do these branding exercises on a regular basis.
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