Contents

Project Explanation...

Mood Board...

Style Scape...

Brand Guide...

Content Strategy...

Presentation...

Reflection...

Branding

Project Explanation

This project focused on creating branding for the music duo Veneman & de Groot. Over four weeks, we developed a mood board, stylescape, brand guide, and content strategy to promote their upcoming tour and attract a younger audience. I worked mainly on logo design but also contributed to other areas.


Mood Board

The mood board set the visual direction for the branding. My initial design didn't align with the client's vision, but their feedback helped us quickly pivot to a preferred style. This streamlined the process for the stylescape and brand guide.

Here are the mood boards I created, and here is my final mood board.

Style Scape

The stylescape refined the ideas from the mood board, defining fonts, colors, and imagery for consistency. My stylescape, based on the original mood board, wasn't approved. However, it helped clarify the branding direction.

Brand Guide

The brand guide documented branding elements like typography, colors, and imagery for consistency. I :

  • Created the document and its layout.
  • Developed personas and defined the target audience.
  • Designed the logos.
  • Selected the typography.
  • Found some of the imagery-style components, including the skull and moon motifs. I also created the flower.
  • Designed the final version of the poster.
  • Assisted in creating the content types, distribution plan, content calendar, and audience insights.
  • Helped develop the color palette.

The full brand guide is available in this document.


Content Strategy

The content strategy outlined how Veneman & de Groot could use their branding on platforms like social media. While it provided an overview, it lacked detailed, actionable steps.

This was a group effort, and feedback indicated room for improvement in its depth and execution.

In this document, you will find our content strategy under Content Strategy.


Presentation

Mid presentation

Here is the concept presentation link. WoodyVeneman&truusDegroot.pptx. For this presentation, I helped with the text and the order of the elements. I talked about the target audience in this presentation.


Final presentation

Here is the final presentation link. Woody&TruusEndPresentation.pptx. For this presentation, I also helped with the layout and the text. I talked about the content distribution plan and the content calendar.


Reflection

Looking back, I could have done more user testing, better understood the client's needs, and created a stronger, more detailed content strategy. The final brand guide lacked cohesion due to differing opinions and time constraints. In the future, I would focus on clearer reasoning for design choices, better client communication, and a more robust content strategy.


See full documentation here: FULL DOCUMENTATION