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BRANDING. Solving-problem: NAMING. I JUST WORKED ON NAMING (SPECIFICALLY IN POINT OF DIFFERENCE) NOT LOOK & FEEL. IN ORDER TO COMMUNICATE MEANING ACCURATELY. I started with questions: Does it communicate the essence of the brand is trying to convey? In what ways? What type of name is it?, Why do they do? Why do they love?. Why do they want?, etc... I'M NOT WORKED ON LOOK & FEEL. These touch points include typography, colours, layout, photography and illustrations, tone of voice, and of course, sounds. But in this case I worked on Purpose of value to increase brand recognition in the brand name´s part and open minds to easier to be accessed in consumer memories in more buying situations, almost owning a buying situation. AFTER: The protagonist is you. BEFORE: Be the protagonist, it depends on you. It express the values and the ambitions of the brand that it encapsulates its very DNA. It REALLY involves the target. Compromise them. It is the result of brand strategy. The jou...

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Typography is very valuable. It adds differentiation from competitors and it's central not just to the logo, but any corporate communication element including visiting cards . Color is important, and it tend to focus on a corporate color. But it always accompanied by a range of secondary colors that reinforce the brand identity , and bring the brand to life. Some motivational maps for segmentation also discuss the role that different colors have an emotion. Yellow is mostly associated with happiness and conviviality. Red with passion, Orange with transgression, Blue security, and so on. A good way to establish a strong brand vocabulary , and brand system is through layout. This ensures flexibility, consistency, and coherence for a brand . Through photography and illustrations , consumers learn about the brand essence in a context. It is fundamental that all photos are treated equally, and illustrations build on the brand environment to ensure cons...

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