We understood that the client’s nonconformity and pursuit was all about the visual issue (a classic: “I don’t like our logo anymore”), but we detected a bigger issue: there wasn’t a clear concept to communicate to the market niche the brand was aiming, the millennials.

We gave it all by doing one of the things we love the most: an integral branding development. This was the process.

First things first: the visual redesign.

Our experience in the youth market drove us to generate a brand that visually presents itself in a different way to the target market. To achieve this, we generated a modern and minimalist logo, reinforced with a simple, geometric, bold and pregnant typography; and a solid, shocking and masculine color palette.

Applying the concept.

We had the perfect outfit, but we lacked swag: it was time to create a concept that the people would love.

The type of speech we chose had a motivating, attracting, rebel, cool and stimulating style, represented by a system of pictures showing men wearing cool outfits with prideful poses and daring gazes; with phrases like “bring out the best of you”.

Out with the old. Out, out.

The store was out of tune in regard to the way we were looking to connect the consumer, it lacked that “hunt of identification” we wanted. That’s why we decided to apply the same solid, masculine and motivating message to the physical space renovation.

The industrial style merged with the green and blue colors generated a masculine and strong environment that aimed to seduce the young and teenage public to stay at the store.

Keeping up social.

We focused on Facebook and Instagram. In the first one, we included content that could be consumed both from PC and mobile devices, focusing on promotions and offers, messages for specific events, and motivational phrases.

On Instagram we took advantage of its 100% mobile usability, so we generated a more conceptual, fully visual and clean space.

Mission accomplished

Through this branding process, we accomplished that a clothing store without identification from (and for) the consumer, made its way as a reference for the young and teen male public.

So Tempo went from only selling clothes, to represent an unique brand including a message of self-improvement, motivation and attitude for the millennial public.

Check the complete process by clicking here.

Editing and post-writing: Juampi Laco

In the search of an attractive and innovative proposal, it arose from us the idea of applying illustrations in the project to give added value to the product we were developing.

These were design in a conceptual way, representing in each one a reflection of the natural attractions, the touristic activities and the Province’s culture.

Choosing where to place these illustrations in our project was a big challenge. One of the first versions to be illustrated was destined to the Home page, more specifically for the prefooter. This place was strategically thought to enrich the website’s visual and to give a closure to the presentation of the Province and its attractions.

The final illustration represents the most outstanding touristic activities of the Province.

How did we make it?

As a first step, the hand-sketching was done, then the inking was continued with the pointillism technique and linear technique and at the last step,the digital retouches were done, achieving an harmonic and dynamic composition in visual tour.

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The second challenge that we proposed was to illustrate different headers for the four regions, and for this we carry out a search of the most characteristic fauna of each Region and selected an animal to be represented.

Once the animal was chosen, the hand-sketching of each header was done, generating a composition with natural elements related to the animal’s habitat. So, the section of each region would had an illustration as a first visual impact for the user.

Andean Region– Condor Andino’s Illustration.

 

Virch-Valdés Region – Southern  Right Whale’s Illustration.

 

Central Plateau Region– Guanaco’s Illustration.

 

Senguer San Jorge Region – Sea Lion’s Illustration.

These illustrations were sketched and drawn by hand, with shading in graffito pencils of different hardness (from HB to 6B) and then colored and digitally retouched with a graphic tablet,  nuances were achieved on lights and shadows with different brushes.The choice of the color palette for each illustration was also chosen with each region represented.

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The last part of this illustrated proposal consisted in drawing a map of the Province divided in the four regions. On the one hand, the map shows a geographic glance of each region (illustrated with the natural attrations). On the other hand, it presents valuable information for the user about roads, cities and touristic attractions.

One of the most important elements at the moment of making these illustrations was the elaboration process. It had different steps, in the first place the hand-sketching was done. Then we continued with the shading with graffito pencils of different hardness (since HB to 6B) and the digital coloring with a graphic tablet. Nuances were achieved on lights and shadows with different brushes.

For each Region a monochromatic palette was chosen that was distinguished with a specific colour y used this colour selection in different parts of the website.

As a final outcome we achieved a different product, with a great contribution in the visual way and with rhetoric and coherence in the way the Province is represented.

You can see the complete Project, in the next link:  https://focusmind.net/proyecto-chubut/