… and this is my company

I created a case study using Friday Art Co. to provide insight into my work and process. I love branding, this is just another example.

Choosing a company name and branding yourself can be tough. A strong understanding of your company values and goals is a good place to start. Friday Art Co. was born out of a very long list of similes and mind maps. It was ironically one of the first ideas I had, but I didn’t want to rule out other possibilities too early on. I chose Friday Art Co. because it has a lighthearted, and positive vibe; and it speaks to my process and knowledge base. I have a background in fine art and design, and Friday is literally my “art day”, a day that I dedicate to creativity, generally painting or drawing. It’s important to me that I set aside time for this, or it very easily gets pushed to the bottom of the priorities list.   

Developing the Logo

After deciding on a name, I did some exploration around type treatment and logo design, played around with colour palettes, and refined one of the options that seemed to be working the best.

Brand Expression

After finalizing the logo I worked on the brand expression—basically that’s how the brand elements are applied to various media. Even though I won’t actually produce some of this stuff it’s an important step in determining the full extent of the brand, what the different elements are and how they might work together. This type of exploration is beneficial because it helps to set the tone and personality of the company. It’s also a jumping off point for any promotional material or larger design projects and begins to lay the groundwork for a brand guide.