CORPORATE IDENTITY : MAGNEY
BRIEF
You have been tasked with developing a new brand concept for a contemporary
financial start up that are rethinking personal finance for a new, tech-savvy and
‘digital-first’ generation.
Personal finances, age, voting habits – for a previous generation all of these were
held close to the chest and deemed unsuitable for day-to day conversation, but
in the age of digital connectivity and social media, that’s changing.“Millennial's have grown up learning about finances, with 74% regularly discussing money with parents versus 56% of Gen Xers and 34% of Boomers. “They go into relationships more financially independent and with their own ideas, having managed their own finances for a long time,” – Merged millennial finances - 08-24-2017 by JWT Intelligence Sharing money has become the norm and the mechanic that allows us to do so is evolving for the digital age, with even the biggest social players such as Facebook taking a piece of the ‘social money’ space.
deliverables
CORPORATE LOGO
SMART PHONE COVER
IN-CAR PHONE HOLDER
COMPANY GUIDELINES BOOKLET
MAGNETIC TEA CUP
MAGNETIC LUXURY PEN
HIGH STREET PROMO T-SHIRTS
CORPORATE UNIFORM
CORPORATE LOGO
BUSINESS CARD
COMPLIMENTARY SLIP
LETTERHEAD
EMAIL SIGNATURE
6 SHEET BUS STOP POSTER
NAME BADGE
INTERIOR DESIGN
A1 POSTER (SCIENCE MUSEUM)
64 SHEET BILLBOARD
A00 POSTER (LONDON UNDERGROUND)
DOUBLE DECKER BUS POSTER
64 AND 96 SHEET POSTER
MAGNEY APP PROTOTYPE
money + magnet
spending is repelling. earning is attracting
COMPANY MANIFESTO DESIGNS
LOGO DEVELOPMENT
FINAL LOGO REVISIONS
The reason for my choice of colour pallet for Magney comes from the stereotypical image of a magnet. Using other colours would make no sense.
The logo in colour mode is only to be displayed in two ways: Red Base and White. Red M and white background with Black text. CONSISTENCY
The reason why i wanted the two variations is for the whole idea of COLOUR DOMINANCE.
A room rich in vibrant tone can leave a lasting impression in the brain
This is the logo that actually represents Magney’s existence. As you saw in my development section of Magneys logo, the final design was created based on a 5x5 grid of circles.
In regards to structure, i chose to express magnetic force subtly and stayed within a spherical nature. Using the shape builder tool i was able to create organic looking balanced shapes. The crossing of the Middle section of the M appears to be moving downwards due to the presence of the Black magnet piece generating mutual polarity fields, thus repelling the red area of the centre of the M. I believe this was a wise choice to make as the M on its own did not suggest a magnetic force. Plus it gives balance on the eye with the placement of red black and white colour pallet overall.
TYPOGRAPHY
BUSINESS CARD
TONE OF VOICE
Magneys advertising would project a serious corporate tone. I chose not to be playful with the theme of magnetism is my Advertising and instead i chose to incorporate it physically as magnetism is best felt and not seen. The action of magnetism can be witnessed in a digital experience with the Magney App. Lastly i felt the need to play with peoples curiosity by not fully revealing the nature and purpose of Magney. a Marketing tactic thats used many times today. ‘‘Create Hype’’. eg..’its what everyone's talking about’’
STRAPLINE
I could have sat down for hours coming up with idea for strap lines, but the more i thought about it, thee more i realised that something so simple yet relative to magnetism would suffice. I can express the magnetic theme in other ways. so I settled for
‘‘It’s attractive’’
This suggests an appeal.
It generates curiosity, therefor secondary Hype!
The advantage of a small strap line can be taken advantage of on Bill Boards and areas where passers by really do ‘‘pass by’’ and sometimes ‘‘fly by’’. The 8-9am time of the day and the 5-7pm, time of day.
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EMOTIONAL ENGAGEMENT
The red colour i chose, was neither too chemically and inorganic or too vivid, but just rich enough to be striking and dark enough to present itself subtly. I truly believe that large areas of colour can affect the human brain more than words, quotes or images.
i think the identity starts to come alive once the promotion events take place Until that happens, the advertising will create enough curiosity when times right to allow the app to feel effective and worthwhile of its release.
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OUTCOMES
I have created a lot of outcomes and mock ups i know. However i feel that an identity when first launched does require some element of ‘smothering’. As catchy and minimal your idea can be and tight your budget is, sometimes this drives a designer more into something so imaginative. I honestly feel that if this app was to be paid attention by developers then this could change have a lot of value in stocks and share market, due to its mass scope of application. Anyone who sells online could make use of this app. In order to gain an insight into Magney visually i needed to make many mock ups.
Magnetic Phone Holder
To advertise Magney further a field i incorporated the company into the car dash board with two popular fitting designs. Again playing with the magnetic theme.
These would be free for any customer once they install the Magney App.
CORPORATE GUIDELINES
