WEEK 3: Defining the Brand: Tonal territories to (Concept) Moodboards and the competitive visual landscape.

Lecture: Types of Moodboards review and Concept Boards.
Looking at the competitive visual landscape

Video Lecture: Defining the brand. Working within the brand style.

As a class, we will review/deconstruct sample tonal territorries which generated concepts, logos and a library of assets and visual approaches for an entire brand. This exercise will help you to create a concept board which experiments with visual styles/applications of your client's brand.

In small client groups we will look at your competitive visual landscapes to see what the competition is currently doing and we will view your sample tonal territories to help create concept mood boards.

In class sprint:
Review your competitive visual landscape and your own tonal territories to create a concept board to help define your brand.

Homework:

Part 1: As a team, make the final revisions to your brand purpose, brand promise, and brand positioning statements. Print out one copy for the entire team to be used for presentations.

Part 2: Create one concept mood board direction from your tonal territories (photos, colors & type)

Part 3: Choose one or two or three trademark sketches you think have potential for your brand. Bring the chosen sketch(es) into the computer and iterate on your design choice(s). Print the best of your digital roughs for your trademarks.

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Next week some alumni will be here. They have offered to do the first look at/review your work. They know everything will be in a rough draft phase.

Please have the following printed out and ready for review:
your concept moodboard,
your tonal territories (just in case),
your work-in-progress logo(s)
and bring all of your sketches (just in case).

(Print out one copy of your brand purpose, promise & positioning for the entire team)