multi-platform corporate identity

Brightside

Cognitive training program

Brightside - Product Set (Hero Mobile)

intro

Brightside is a fictitious cognitive training program created to unlock the right brain’s creative potential. This semester long project was developed in four stages: defining the brand strategy, developing the assets, creating brand applications and lastly compiling the brand style guide. The following case study delivers a review of each stage.

TECH

Photoshop, Illustrator, InDesign, XD

AWARD

2020 Pele Gold

Brightside - Product Set (Hero Desktop)

Chapter 01

Defining A Brand Strategy

01 — Positioning Statement

Brightside delivers creative products and an interactive service that connects to the creative side. Participants are always engaged with fun exercises that unlock the right brain’s capabilities and leads towards greater insight and personal enlightment.

02 — Target Audience

Target audience is in their 30’s, 40’s, and 50’s. They are health-conscious individuals that care about social and global issues. They are expressive and love culture and the world of arts.

03 — Tone of Voice

“Brightside engages and brings fun into uncovering what your creative side has
been waiting to do.”

  • Just have fun and enjoy the journey to creativity clarity
  • Connecting experiences, creates NEW ideas
  • Lets discover what your mind can do
  • Creative enlightenment is right around the corner
  • It’s time to think outside the box

The core attributes:
fun, creative, connecting, interactive,
engaging & enlightening.

Chapter 02

Developing Brand Assets

Brightside - Icon Template
The Template

The concept of Brightside stems from the connection that takes place in the synapse area where neurotransmitters are delivered and received. The template creates the brand’s identifiable logo of this happening and serves to produce all the patterns and shapes incorporated throughout all Brightside products and communication pieces.

01 — Creating the logo
Brightside - logo mark grid

The logo mark represents:

  • synapse area
  • left brain | right brain
  • “b” in the negative space
  • lock and key concept

The logo type shows breaks to represent synapse area

Brightside - logotype grid
Brightside - logo (horizontal lockup)

Horizontal lockup

Brightside - logo (stacked lockup)

Stacked lockup

02 — Choosing fonts
Museo Sans 700

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890-@#$^&*!<>?

Museo Sans 900
Museo Sans 700
Museo Sans 500
Museo Sans 300

Primary typeface used for headings, subheadings, body copy and captions.

Adobe Text Pro (Bold Italic)

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890-@#$^&*!<>?

Bold / Italic
Semibold / Italic
Regular / Italic

Accent typeface used for intention in directive statements and quotes.

03 — Determining the palette

Primary Colors

Deep Thought

#0e314f

Brightside Blue

#07597f

Brilliance

#0295a5

Enlightenment

#72cbc9

Visionary Red

#e94239

Brightside Orange

#f15d22

Originality Orange

#f48020

Funtime Yellow

#fbba54

Support Colors

Satori

#082e49

Energy Red

#e23836

Middle Gray

#898989

Light Gray

#d4d4d4

Clarity White

#ffffff

04 — Creating graphics

The template creates interesting patterns

Brightside - pattern 1
Brightside - pattern 2

Chapter 03

Execution of Brand Applications

A Mail Subscription Program Filled With Creative Products

The brand’s concept, color and assets bring forward tangible products that make cognitive training fun. From the products right down to the packaging, all elements are intentional and always encourage members to take creative action. 

Brightside box open
Brightside box closed
Brightside box angled
Brightside brochure
Brightside journals closed
Brightside journals open
Brightside journals back
Brightside puzzle set
Brightside set together

The Digital App Makes Training Convenient
And Fun

View The Demo
iphone_frame_for_slideshow
View The Prototype

Chapter 04

The Brand Style Guide

After crafting the visual identity, it is only logical to come up with a set of guidelines that ensure the assets created are preserved and used effectively. Brightside’s style guide compiles core rules so that the identity is communicated cohesively through all of it’s marketing pieces.

Brightside StyleGuide Cover
Brightside StyleGuide Spread 1
View The Style Guide

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