Setting the tone for a hand-crafted quirky, bold, visual style for brand identity design

The opportunity

When Roopal and I finally decided to take the plunge to start Stoodio Iterati, we wanted to do it right. I wanted to capture her vision, desire and aspirations of what Stoodio Iterati should be.

Users & audience

Small business owners, early-stage start-up founders, individuals, NGOs

Team & Role

My co-founder and partner, Roopal and myself as the graphic designer and creative director

Brand strategy & insights

We decided we’ll approach our brand identity design as we would any other project for our partners. So we got together one early morning at the crack of dawn and jumped into a brand strategy workshop. Roopal had never been part of a brand strategy workshop. And she was a picture of concentration.

During our three-hour session we established:

1. Naming
2. Mission, vision, values
3. Positioning
4. Personality

Brand values

We captured Stoodio Iterati's goals, vision, mission, values and process

1. Be holistic and start with the big picture
2. Be transparent & direct in communication
3. Create value as equal partners and not as service providers
4. Probe, before we proposed
5. Measure outcomes, not deliverables

Voice

witty, fun, direct, confident, street smart

Look

raw, minimalist, playful, quirky, tribal, hip, artisanal

Next, I dove into crafting Stoodio Iterati's visual identity, focusing on:

1. Mood-boards
2. Logo design
3. Style-boards

Design solution

Here’s what we finally came up with:

1. Logo mark
2. Imagery
3. Print collaterals
4. Social media banners
5. Website

Outcome & learnings

After arriving at the brand identity, we launched our website, printed business cards, created a social media presence and started brand promotion campaigns on LinkedIn and Instagram. We gained 4 client-partners through these channels and 2 through word-of-mouth referrals.