The Task: 

Develop a Brand Book for a fictional pizzeria situated in Portland, Oregon. This collaborative endeavor served as the culmination of the Com 646 Corporate Branding course for my MS in Communications at Purdue University. Working alongside Jairier Rivera, Kimberly Watts, and Andrew Wilson, each located in diverse geographical regions, we convened weekly via Zoom to ideate and delegate tasks.

My Role: 

During the 8-week project, our mandate was to craft a comprehensive visual identity system, client backgrounder, brand brief, and delineate market/geographic analyses, the client's target demographic, brand personality, and sample touchpoints. As the sole graphic designer within the team, I undertook the responsibility of formulating the visual identity system and designing the layout for our brand book. We convened weekly over Zoom sessions to brainstorm ideas for our restaurant's name, Flame & Smoke, and to flesh out components of our brand brief, encompassing core purpose/mission statement, audience delineation, value proposition, values, personality attributes, key competitors, business scope, products/services, proof points, and overarching big idea.

The Process: 

After conducting thorough research into the historical landscape of pizzerias in Portland, Oregon, as well as assessing the current competition, our group strategically positioned our brand, Flame & Smoke, as an Italian-inspired wood-fired pizzeria deeply rooted in authenticity. We aimed to craft a brand that exudes a familial atmosphere while also extending support to the local firefighting community. Drawing upon this research, I explored various concepts through sketching to develop a visual identity that not only stands out but also encapsulates the essence of Flame & Smoke, reflecting its values and distinctive offerings.

The Outcome: 

Despite the geographical distance, our team fostered a remarkably cohesive working environment. The project garnered enthusiastic praise from both our professor and classmates, resulting in an outstanding A+ grade. This class proved to be invaluable for me, imparting a strategic framework for crafting a brand from inception to fruition.