PROJECT BRIEF Recieve a local client who wants to refresh their brand. Help conceptualize their visual direction for them. Research the company and their competition to meet their goals for the project. Also create a Brand Standard guide and keep a process journal. WHAT I DID Illustration, Logo Design, Branding, Typography, Layout, Book Design TOOLS Illustrator, Procreate, Photoshop, Indesign CLIENT Inn on Long Lake

ABOUT Inn on Long Lake is a hotel located on beautiful Long Lake in Nanaimo British Columbia. With its unique sense of history and connection to nature, they are thoughtful in creating relationships with their guests. Perfectly cleaned and well-maintained classic rooms and suites with outstanding customer service. Proudly independently owned and operated they take an active role in service to their community. The Inn on Long Lake works in partnership with many local companies to promote all that Nanaimo has to offer.

APPROACH First I created a Client Survey Form to create a baseline of data about the company, as way to focus my intentions with the branding project. By getting answers to as many of the questions as I can through my research, I demonstrated a much better idea of how to proceed with the branding work. I then used all the information Ive gathered to conceptualize. I started by sketch-ing—a lot. Then moved onto type and colour choices. There were many critque sessions with other students, to fine tune this branding.

EXPLORATION I had various shapes and features in mind that all read as nature. Plus the pool house building on site is an interesting landmark, I thought it could work for the logo. After receiving feedback on the sketches, narrowed down options were chosen. This unique curve shape ties back to their original logo which resembles a window.

For the type exploration I was looking an elegant typeface, with bold and light weights with interesting serifs. Some of these have both a “west coast” and “classic” feel. For colours, my research led me into both warm and cool nature tones which mirror the lake, trees and the sunrise.

DESIGN SOLUTION & DELIVERABLES The final project package included logo concepts, in colour and black-and-white, a standards sheet, a process journal and a brand standards guide. The brand standard guide included The official version of the logo, in all its possible, permitted variations (colour, black & white, black & white reversed, extra small, extra large, etc.) and all the rules that pertain to the use of the logo (what to do, what not to, the amount of free space that must be used).

It could also include your logo used in real life scenarios. Since this was a hotel branding, I chose to mock up the logo in related uses such as stationery and room accessories.

TAKEAWAYS Know how to craft a business identity, its related collateral material, and a standards and branding manual • Be able to create that identity and develop it across all appropriate media. • Know what the appropriate media is and how this is applied to real life.