Beauty and Massage Bookings
BanRam is an early-stage startup operating in the fast-growing online booking market for the beauty industry.
Objective
Create a complete brand experience consisting of a distinctive branding language to express the company’s values. Develop comprehensive brand guidelines to ensure consistent implementation and user experience across all touch-points.
Role
Art director 2017-2018
As the lead of BanRam’s brand development,
I spearheaded both the ideation and realization,
encompassing messaging, style guide, design principles,
and implementation.
Brand Attributes
An effective branding strategy builds on a vision and the uniqueness of the product offered. I conducted an Experience Workshop that used images and attributes to clarify the direction of the design before creating visuals. We brainstormed, wrote attributes, and voted on the best images. I then reviewed and filtered our findings to create moodboards.
Exploring Directions
Sketches freed up my creative process and made it easier to quickly find the most promising directions. At this stage, I explored which shapes best expressed the mood of the brand.
Wordmark
A well-designed wordmark requires a legible word infused with distinctive characteristics. I created a custom, sans-serif font specifically to align with the elegant, clean lines of the logo, providing a classy yet modern edge to the brand.
Color
Careful consideration needed to be given to color to evoke emotion and express the personality of the brand. I explored several color palettes and user tested them for their effectiveness.
Style Guide
I created a style guide aimed at preserving brand coherence, which contributed to the production of BanRam’s UI Style Guide.
Implementation
The design system I created works in harmony providing consistency and flexibility across all media.
Outcome
Despite the rapid growth of the company and the changes related to that growth, cooperation and collaboration was maintained, resulting in a high-quality, consistent product design.
